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Crop Protection Discovery: Is Being the First Best?
- Sparks, Thomas C., Hunter, James E., Lorsbach, Beth A., Hanger, Greg, Gast, Roger E., Kemmitt, Greg, Bryant, Robert J.
- Journal of agricultural and food chemistry 2018 v.66 no.40 pp. 10337-10346
- active ingredients, business enterprises, marketing, mechanism of action, pest resistance, pests, plant protection
- Current crop protection chemicals span an array of chemistry classes and modes of action. Typically, within each chemistry class, there are multiple chemically distinct active ingredients competing with each other for market position. In this competition, the first product to market in a new class or mode of action may or may not have an advantage depending upon a number of parameters, including relative efficacy against the target pests, pest resistance, regulatory pressures, synthetic complexity, and marketing effectiveness. The number of companies involved in the discovery of new crop protection compounds has been declining, and patenting strategies have become more sophisticated, making it more challenging to break into an existing area of chemistry. One result is new classes of chemistry tend to be smaller, making first to market more beneficial than in the past. Additionally, the first into a market with a new class of chemistry has the opportunity to set positioning and expectations.