Case Solution

David E. Bell, Mary Shelman
Harvard Business School ()

Entrepreneur Pearse Lyons had made Alltech the fastest growing company in the global animal health industry through innovative technology, creative marketing and a strong brand. SelPlex, a patented full-technology product, had shown significant health benefits for animals and humans. Although many brand-name selenium-enriched products have been sold in supermarkets around the world, the company’s current business model (selling SelPlex as an ingredient) did not allow it to participate in value creation. The directors of Lyons and Alltech will have to choose between three different options for SelPlex, which include continuing with the current strategy, working with animal producers or marketing SelPlex directly in tablet form to consumers.

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