Product design and management

Product Replacement Strategy Guide

Product Profiles are a concept designed to enhance the impact of breeding programs by focusing efforts on the development of products designed to be successful in target markets.

This requires a design process driven by market knowledge that incorporates cross-functional input.

The Excellence in Breeding Platform (EiB) Product Replacement Strategy tool has been created to capture this multi-functional design input in a systematic format, to facilitate the organization of the breeding network and communication with key stakeholders.


George Kotch

Product Design and Management

George Kotch
George Kotch has nearly 30 years’ experience leading breeding programs in both the private and public sectors, including as head of plant breeding at the International Rice Research Institute (IRRI) and president of George Kotch and Associates.