Case | HBS Case Collection | December 1999

Agrochemicals at Ciba-Geigy AG (A)

by Michael L. Tushman, Wendy Smith and Daniel Radov

Abstract

After spending five years to develop a revolutionary product, the director of Ciba-Geigy's fungicide research department is handed an unfavorable market study. The case details the R&D process for the new product, including information on corporate partnerships, company structure, and departmental research procedures. The case ends with the R&D director faced with a decision about the best way of moving forward, if at all, with the product.

Keywords: Agribusiness; Plant-Based Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Product Launch; Marketing Channels; Change Management; Product Development; Business Processes; Organizational Structure; Corporate Accountability; Agriculture and Agribusiness Industry; Pharmaceutical Industry;

Format: Print 8 pages Find at Harvard

Citation:

Tushman, Michael L., Wendy Smith, and Daniel Radov. "Agrochemicals at Ciba-Geigy AG (A)." Harvard Business School Case 400-022, December 1999.

Related Work

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

    Agrochemicals at Ciba-Geigy AG (B)

    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;

    Citation:

    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.)  View Details
    CiteView DetailsEducatorsPurchase Related

About the Author

Photo
Michael L. Tushman
Baker Foundation Professor, Paul R. Lawrence MBA Class of 1942 Professor of Business Administration, Emeritus, Charles B. (Tex) Thornton Chair of the Advanced Management Program
Organizational Behavior

View Profile »
View Publications »

 
Campus Map
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→ Map & Directions
Copyright © President & Fellows of Harvard College