After five years to a revolutionary product, the Director of the Ciba-Geigy fungicide research department has handed over an unfavorable market study to develop. The case details of the R & D process for the new product, including information on corporate partnerships, corporate structure and departmental procedures. The case ends with the R & D director with a decision about the best type of locomotion, if ever, faced with the product.

After five years to a revolutionary product, the Director of the Ciba-Geigy fungicide research department has handed over an unfavorable market study to develop. The case details of the R & D process for the new product, including information on corporate partnerships, corporate structure and departmental procedures. The case ends with the R & D director with a decision about the best type of locomotion, if ever, faced with the product.
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from
Michael L. Tushman,
Wendy K. Smith,
Daniel B. Radov
Source: Harvard Business School
8 pages.
Publication Date: Dec 20, 1999. Prod #: 400022-PDF-ENG
Agrochemicals at Ciba-Geigy AG (A) HBR case solution