| HBS Case Collection
(Revised August 1987)
CIBA-GEIGY Agricultural Division
In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by promotional telephone conferences with others who had used the products. Raises a variety of communications issues and introduces diffusion of innovation concepts.
Keywords: Marketing Strategy;
Agriculture and Agribusiness Industry;