Bayer AG (A) Harvard Case Solution & Analysis

Bayer executives convene in Germany to consider submitting a $ 1 billion bet that would restore the name of the Bayer brand and trademark cross in North America, both of which were confiscated by the U.S. government after World War Group also sets a challenge to evaluate the relationship and brand management challenges companies will face if they decide to go ahead with the purchase. "Hide
by John A. Quelch, Robin Root Source: Harvard Business School 19 pages. Publication Date: September 29, 1997. Prod. #: 598031-PDF-ENG

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