Product details

This is the fourth of a six-case series (505-057-1 to 505-060-1, 505-108-1 and 506-062-1). In 2005, Haenseler AG of Switzerland distributed the Olbas product line of health supplements in several countries, as a licensee of a UK firm which owned worldwide brand rights for the products. Haenseler manufactured the health supplements in Switzerland within one of its three business areas. A small family-run business in Pennsylvania operated as a sub-licensee of Haenseler for US distribution of the Olbas line. This business held exclusive rights for the US market, although sales occurred mainly in the Northeast. Haenseler was considering how to address the issues of brand rights and US distribution. This case is suitable for courses in marketing strategy and global marketing.