Product details

This case study was conducted in the pharmaceuticals and specialty chemicals industry. It focuses on ways to draw attention for German ALTANA AG, its brand and products, in the important US pharmaceutical market, in particular its product pipeline of drugs with blockbuster potential. The appropriate solution to reach this goal is an x-listing for ALTANA on the US stock market since it would not only draw attention in the pharmaceuticals market but also support the specialty chemicals division's goal to grow externally in the mature US market. The study takes place in May 2001 and evolves around ALTANA's CEO (Chief Executive Officer), Nikolaus Schweickart, who has managed to sharpen ALTANA's profile and has thereby significantly increased ALTANA's market capitalisation. His current challenge is to develop a proposal for his supervisory board to face the awareness problem for the pharmaceuticals division and to support the chemicals division's objective for external growth.