Alcon laboratories (A)
The CEO of Alcon Laboratories, a US-based pharmaceutical company specializing in ophthalmics, needs to prepare a long-term global strategy to fit the changing global healthcare market and the requirements of the corporate parent, Nestlé, based in Switzerland. The company needs to grow twice the market growth to maintain a strategic role. Decisions concern business scope, segment selection, geographic balance, and country selection. The case is written for executive programs and graduate classes in global strategy and for global marketing.
1997
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
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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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