In 1979, Leo Bontempo, Marketing Vice President of Ciba-Geigy Agricultural Department was deciding to purchase $ 840,000 program TeleSession. It was a marketing service designed to accelerate the adoption of new products, among large manufacturers on innovative promotional conference calls with those who use the product. Raises a number of issues of communication and introduces the diffusion of innovation concepts. "Hide
by Benson P. Shapiro, Anna T. Pigneri, Roy H. Schoeman Source: Harvard Business School 14 pages. Publication Date: September 1, 1981. Prod. #: 582026-PDF-ENG
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