Ciba-Geigy Pharmaceuticals: Pharma International

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Case

Reference no. 9-589-108

Subject category: Marketing

Authors: N Craig Smith (INSEAD); John A Quelch (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1989

Version: 14 December 1990

Length: 16 pages

Data source: Field research

Topics: Business conditions; Business ethics; Developing countries; New product marketing; Social responsibility

Share a link: https://casecent.re/p/47226

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Abstract

Examines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.

Locations:

Nigeria; Switzerland

Industry:

Pharmaceuticals

Size:

70,000 employees

Other setting(s):

1983