Product details

This is the seventh of an eight-case series (502-010-1 to 502-017-1). This case provides an overview of Serono, the leading biotechnology company in Europe. Serono is based in Geneva, Switzerland. In 1999, the company had over 4,000 employees in 45 countries. In 2000, the company focused on reproductive health, AIDS wasting, Multiple Sclerosis, and growth hormone deficiency. At that time, Serono had nine recombinant molecules under development and four already marketed for various indications accounting for 70% of 1999 revenue. 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.