Case | HBS Case Collection | August 1990 (Revised March 1991)

Eli Lilly and Co. (C): Japan

by Michael Y. Yoshino


Describes the process of establishing an independent operation in Japan in the mid-1980s as a result of a decision to make a major investment in the market. Describes the challenges in setting up such an operation and focuses on the role of the country manager in managing for rapid growth in a complex but key market.

Keywords: Business Divisions; Business Startups; Decisions; Investment; Growth Management; Managerial Roles; Markets; Problems and Challenges; Pharmaceutical Industry; Japan;


Yoshino, Michael Y. "Eli Lilly and Co. (C): Japan." Harvard Business School Case 391-034, August 1990. (Revised March 1991.)