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The chief executive officer of Alcon Laboratories, a US-based pharmaceutical company specialising in opthalmics, needs to prepare a long-term global strategy to fit the changing global health care market and the requirements of the corporate parent Nestle, based in Switzerland. The company needs to grow twice the market growth to maintain a strategic role. Decisions concern business scope, segment selection, geographic balance, and country selection. The case is written for executive programmes and graduate classes in global strategy and for global marketing.