Publications
Publications
  • September 1981 (Revised August 1987)
  • Case
  • HBS Case Collection

CIBA-GEIGY Agricultural Division

By: Benson P. Shapiro and Roy H. Schoeman
  • Format:Print
  • | Language:English
  • | Pages:14
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Abstract

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; Innovation Strategy; Communication; Agriculture and Agribusiness Industry

Citation

Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, September 1981. (Revised August 1987.)

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