Advanced Drug Delivery Systems: Alza and Ciba-Geigy (D)

The case describes the approach to the choice between an expatriate and a local manager for the position of marketing manager in the French pharmaceutical division of Ciba Geigy, the preferences of various managers, and the working of Ciba Geigy’s international career management and succession planning process.

The marketing manager of Ciba-Geigy's Agro Division in France must recommend a marketing strategy and marketing mix for a new fungicide. The degree of market coverage and whether to take an undifferentiated or a differentiated approach are the major issues.

This last document in the ADP-GSI series describes the outcome of the acquisition through interviews with ADP and former GSI managers. ADP management is very pleased with the results. ADP Europe management, particularly Philippe Gluntz, has played a key role as leader and buffer between the ADP and GSI culture and operations.