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The very late in the process discovery of bruising led to a crisis mode of developing a solution that turned out to be a very high cost process?so high in cost that it may require premium pricing for MacGregor's Tomatoes. There is also no specific evidence that "taste testing" by the consuming public of the FlavrSavr tomato ever actually occurred...
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Note that the instructor should at this point refer the students to the appropriate section of the textbook being used in the course for a discussion of the recognized appropriate new product development process.
3. What is your assessment of Calgene's knowledge about customer acceptance of bioengineered foods and specifically the FlavrSavr tomato? Do you think there has been an oversight, or do you agree that Calgene management has effectively considered market demand for the product?
There is little evidence to indicate that Calgene used any form of scientific research to ascertain the likelihood of consumers accepting either bioengineered foods in general or MacGregor's Tomatoes specifically...
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