This two-part case series examines the strategic positioning of Novartis – a leading Swiss multinational – in the life sciences industry during the last decade. Case A provides an introduction to Novartis and the major decisions taken by its longest-serving CEO, Daniel Vasella. It also offers an overview of the industry’s challenges in the period following the financial crisis of 2008/2009, and a profile of some of its major players. It concludes by placing the spotlight on the dilemma faced by the company’s newly appointed CEO Joe Jimenez: Should he pursue the strategy of his predecessor or not?
Learning Objective
Understand the concept of positioning in an industry and the five choices that every company has: product specialist, market specialist, product market specialist, generalist and hybrid. What are the factors behind a company’s decision to adopt a specific strategic position?
Keywords
Marketing Strategy, Positioning, Diversification, Pharmaceuticals, Product, Pharmaceutical Marketing
Settings
World/global
Novartis, Healthcare, Pharmaceuticals
1996-2016
Available Languages
English
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