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Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Publication Details

Published in the Irish Marketing Review, Vol.6, 1993, pp.70-77.


In recent years scientific advances have transformed that group of technologies referred to as biotechnology into a set of increasingly powerful tools for many industries. Biotechnology is identified by many as an important factor determining the future sucess of industries as diverse as healthcare and agriculture. In Ireland biotechnology use and development is a recognised area of strategic priority. The research presented here investigates factors suggested as affecting the rate and diffusion of new biotechnological techniques in the food and drink industry. It represents just part of more extensive ongoing research at the Technological University Dublin, College of Marketing and Design, into the commercialisation of biotechnology based products.


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