Product details

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Abstract

Ambush is a synthetic pyrethoid insecticide invented at the Rothamstead Research Station in the UK and licensed by the NRDC to six companies worldwide. This case describes the invention and development of the insecticide; its initial licensing to a group of multinational chemical companies; the recognition of its potential by the Plant Protection Division of ICI; the identification of market opportunity; the acquisition of a license to sell it in the largest potential market in the world, the USA; the identification of a marketing strategy to penetrate a completely new market dominated by other major chemical companies; and the successful execution of that strategy.
Location:
Industry:
Size:
Large
Other setting(s):
1970s

About

Abstract

Ambush is a synthetic pyrethoid insecticide invented at the Rothamstead Research Station in the UK and licensed by the NRDC to six companies worldwide. This case describes the invention and development of the insecticide; its initial licensing to a group of multinational chemical companies; the recognition of its potential by the Plant Protection Division of ICI; the identification of market opportunity; the acquisition of a license to sell it in the largest potential market in the world, the USA; the identification of a marketing strategy to penetrate a completely new market dominated by other major chemical companies; and the successful execution of that strategy.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1970s

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