| HBS Case Collection
(Revised from original version)
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.
Bids and Bidding;
Agriculture and Agribusiness Industry;
Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, August 1987. (Revised from original September 1981 version.)