Product details

This is the first of an eight-case series (502-010-1 to 502-017-1). This case provides an overview of Alcon, a global leader in the $11.4 billion ophthalmic products market. Alcon''s lead position was established before its acquisition by Nestle in 1977. The company focuses on three segments: vision care, surgical, and ophthalmic. Over 1,000 scientists, engineers, and support staff develop products. Alcon operates the largest ophthalmic research enterprise in the world. The case is suitable for graduate MBA and executive level courses in strategy, marketing, customer focus, market orientation, and customer service strategy. The eight short cases are meant to be read together.