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Case
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Reference no. BAB1005
Subject category: Marketing
Published by: Babson College
Originally published in: 2011
Version: 8 August 2011
Length: 8 pages
Data source: Published sources

Abstract

In 2010, Novozymes management was preparing to meet future industry demands for their Bio-Business and Enzyme Business. Denmark-based Novozymes had spun off from Novo Nordisk some ten years ago. In one decade the firm had doubled sales and tripled net profit. Global sales now exceeded one billion dollars, and the firm was planning future strategy. In the agriculture segment, management understood the demand for nutritional content in animal feed was increasing and that food production could be greatly enhanced with enzymes and new processing technologies. Novozymes reinvested 14 per cent of revenue in R&D to create a portfolio of more than 6,000 licensed patents. Novozymes sought to build world-class competence and global partnerships at every step of the value chain. Corporate culture was based on creativity and enabling employees to achieve high quality performance as they developed new solutions. This case is suitable for courses in marketing, marketing strategy, global marketing, and market orientation. Novozymes is the fifth case in the Market Orientation series by Jean-Pierre Jeannet and Martha Lanning.
Location:
Industry:
Size:
One billion dollars
Other setting(s):
2010

About

Abstract

In 2010, Novozymes management was preparing to meet future industry demands for their Bio-Business and Enzyme Business. Denmark-based Novozymes had spun off from Novo Nordisk some ten years ago. In one decade the firm had doubled sales and tripled net profit. Global sales now exceeded one billion dollars, and the firm was planning future strategy. In the agriculture segment, management understood the demand for nutritional content in animal feed was increasing and that food production could be greatly enhanced with enzymes and new processing technologies. Novozymes reinvested 14 per cent of revenue in R&D to create a portfolio of more than 6,000 licensed patents. Novozymes sought to build world-class competence and global partnerships at every step of the value chain. Corporate culture was based on creativity and enabling employees to achieve high quality performance as they developed new solutions. This case is suitable for courses in marketing, marketing strategy, global marketing, and market orientation. Novozymes is the fifth case in the Market Orientation series by Jean-Pierre Jeannet and Martha Lanning.

Settings

Location:
Industry:
Size:
One billion dollars
Other setting(s):
2010

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