Ciba Self Medication Division
President of the Division needs to assess global strategy based upon a thorough analysis of the industry, competitors, and competing brands. Information to the background are contained in “Note on the World OTC Drug Industry” (GM 711), “Competitors in the OTC Drug Industry” (GM 712) and “Winning and Losing Brands in the OTC Drug Industry” (M 510). Case allows students to assess how to bring division into compliance with their views on global strategy and global marketing. Allows for a discussion if this industry is best tackled with a multidomestic marketing approach or if there are sufficient commonalities to allow a partial or fully integrated global marketing strategy.
1994
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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COVID-19 challenges the value systems of family firms and urges them to adapt their behaviors, affecting their identities. This study aims to explore how and why family businesses strategically respond to challenges to their identity during COVID-...
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in Small Business Economics October 2024, vol. 63, pp. 993–1018, https://doi.org/10.1007/s11187-023-00846-3
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