Ciba-Geigy Limited: Pharmaceutical Division (Synopsis)

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.

Teva appoints four senior executives as global "integrators", for specific functional areas (strategic marketing, R&D, manufacturing and business development) reporting to a key general manager, following a phase of rapid internationalisation via acquisitions. How are they going to define their mission, roles, priorities, and action plans?