Product details

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Case
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Reference no. 9A92G007
Published by: Ivey Publishing
Originally published in: 1992
Version: 2003-03-24

Abstract

The president of Polysar''s global rubber division must determine how to commercialize an award-winning new product, Tornac Rubber. This product represents a potentially critical addition to the company''s core business activities. Although members of Tornac Rubber''s product development team are highly committed to the product, recent market developments combined with the financial circumstances of Polysar''s new parent company create uncertainty regarding whether the rubber division should commercialize Tornac Rubber independently, or whether they should instead establish an alliance with one of their major competitors globally, Bayer AG of Germany. (A 16-minute video can be purchased with this case, video 7A92G007.)

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Abstract

The president of Polysar''s global rubber division must determine how to commercialize an award-winning new product, Tornac Rubber. This product represents a potentially critical addition to the company''s core business activities. Although members of Tornac Rubber''s product development team are highly committed to the product, recent market developments combined with the financial circumstances of Polysar''s new parent company create uncertainty regarding whether the rubber division should commercialize Tornac Rubber independently, or whether they should instead establish an alliance with one of their major competitors globally, Bayer AG of Germany. (A 16-minute video can be purchased with this case, video 7A92G007.)

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