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