Simply put, Monsanto essentially views opposition as born of ignorance and misinformation, arising from preconceived ideas about the goals of the 'organization. The company fails to understand the needs and wants of a key stakeholder: the consumer, one of the most important principles for the success of any business (Bhattacharya & Sen, 2003). Consumers remain skeptical of the company's scientific safety claims with such relatively new technology that has not been verified for safety over time, as well as the company's lack of compassion toward associated cultural sensitivities to food and agricultural land. It is Monsanto's insistence on relying on scientific data and ignoring public perceptions that is causing further outrage and resulting in an unsustainable business model. In order to combat this, Monsanto should adopt the “Six Sigma” project management approach (Eldridge, 2007). The objective of this strategy is to develop a deep understanding of consumers in order to meet these needs and provide a value-based offering.