Case ID: 209144
Solution ID: 21136

URBI and the City Licensee Managers Case Solution

Case Solution

Martin Bischof grew to become mind of finance at Novartis Consumer Health Germany in This summer 2002. NCH Germany would be a marketing and purchasers organization that offered non-prescription items to finish customers. The marketplace was growing gradually and competition was very intense. The German over-the-counter (OTC) market was considered a "pushing" market by Novartis and never warranting investment. To complicate matters, only one year after Bischof's arrival, German government bodies began talking about health reforms that threatened to considerably change up the business. In 2004, introducing more prices versatility within the OTC market, the German government made the decision to exclude OTC drugs from medical compensation plans. A couple of several weeks later Novartis made the decision to get rid of from OTC a significant project line. The case referred to the difficulties Bischof and also the German management team suffered.


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