Case | HBS Case Collection | December 1999 (Revised January 2000)

Agrochemicals at Ciba-Geigy AG (B)

by Michael L. Tushman, Wendy Smith and Daniel Radov


Focuses on Pierre Urech's efforts to change the division structure at Ciba-Geigy to facilitate the marketing of the new product. Details the relationships Urech cultivates and the strategy he pursues as "product champion." Also describes the restructuring of the research department into small teams to improve product development. Other topics include the marketing of the new product in different regional settings, the emergence of a "dominant design," and a slow-down in subsequent innovation.

Keywords: Change Management; Innovation Strategy; Innovation and Management; Leadership Development; Leadership Style; Research and Development; Marketing Strategy; Goods and Commodities; Product Development; Pharmaceutical Industry; Switzerland;


Tushman, Michael L., Wendy Smith, and Daniel Radov. "Agrochemicals at Ciba-Geigy AG (B)." Harvard Business School Case 400-023, December 1999. (Revised January 2000.)