Publications
Publications
  • September 1997
  • Case
  • HBS Case Collection

Bayer AG (B)

By: John A. Quelch
  • Format:Print
  • | Pages:7
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Abstract

Bayer's senior executives detail the communications challenge program that resulted from the company's reacquisition of its brand name and trademark cross, which gave Bayer one name worldwide for the first time since World War I.

Keywords

Globalized Firms and Management; War; Acquisition; Trademarks; Brands and Branding; Communication Strategy; Biotechnology Industry; Pharmaceutical Industry; Germany

Citation

Quelch, John A., and Robin Root. "Bayer AG (B)." Harvard Business School Case 598-032, September 1997.

About The Author

John A. Quelch

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