After spending five years to develop a revolutionary product director Ciba-Geigy in fungicide research department sent unfavorable market research. Body parts of R & D process for the new product, including information on the partnership, company structure, and departmental research procedures. It ends R & D director faced with a decision about the best way forward, if at all, with the product. "Hide
by Michael L. Tushman, Wendy K. Smith, Daniel B. Rads Source: Harvard Business School 8 pages. Publication Date: December 20, 1999. Prod. #: 400022-PDF-ENG
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