Agrochemicals at Ciba-Geigy AG (B) Harvard Case Solution & Analysis

Focuses on the efforts of Pierre Urech, to change the structure of the division at Ciba-Geigy to facilitate the marketing of a new product. Details of the relationship Urech cultivates and strategy he pursues as "product champion." Also describes the restructuring of the research department in a small group to improve product development. Other topics include the marketing of new products in various international settings, the appearance of the "dominant design", and the subsequent slowdown in innovation. "Hide
by Michael L. Tushman, Wendy K. Smith, Daniel B. Radov Source: Harvard Business School 9 pages. Publication Date: December 20, 1999. Prod. #: 400023-PDF-ENG

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