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Chicken and Egg: A Study of the Poultry Genetics Industry
At the beginning of 2006, the president of Ullman International (Ullman), a leading producer of hybrid chicks for both the American and world egg industry was facing many challenges: his imminent retirement, the threat of the Asian bird flu, zero or negative growth in primary markets, increasing pressure from the animal rights movement and a strained relationship with Ullman's European parent company. 2006 marked the end of an era for this $200 million company as it enters a period of revolutionary organizational and environmental change, the resolution of which will determine its fate for the next decades.