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Globalisierungsstrategien Der Weg von Novartis
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"Going Global" ist zu einem Modebegriff geworden. Doch was heit Globalisierung konkret? Am Beispiel der Firma Novartis und deren Vorgnger Ciba-Geigy und Sandoz geht der Autor dieser Frage nach. Er analysiert die Expansion von der Exportorientierung ber die Multinationalisierung bis hin zur selektiven globalen Integration der F&E-Ttigkeiten und der Produktion. Die steigenden Renditen, die periodischen Investitionswellen und die Aneignung neuer Technologien bringen zum Ausdruck, dass sich die pharmazeutische Industrie grundlegend verndert. Das Buch identifiziert die Faktoren, die in eine konomische und rumliche Neuorganisation der Konzernttigkeiten mnden. Der Weg von Novartis ist ein eindrucksvolles Beispiel einer Globalisierungsstrategie.
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