Agrochemicals at Ciba-Geigy AG (B) Case Solution
The case second in the series sheds light on Pierre Urech's attempts to alter the office construction at Ciba Geigy to ease the promotion of the merchandise that is new. Details the relationships Urech cultivates and the strategy he pursues as "merchandise champion." Additionally describes the restructuring of the research section into small teams to enhance product development.
Other issues include the promotion of the new merchandise in different regional settings, the development of a "dominant design," and a slowdown in succeeding initiation.
This is just an excerpt. This case is about ORGANIZATIONAL DEVELOPMENT
PUBLICATION DATE: December 20, 1999
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