Open University, United Kingdom
Novartis was a key player in global agribusiness. Broadly, its strategy was to maintain a flexible approach in the face of changing technology and commercial environments. It aimed to combine accumulated experience and knowledge in chemicals with new biotechnology. While many large companies stated this as their aim, Novartis progressed further with this strategy than most. Novartis Agribusiness has now merged with Zeneca Agrochemicals to form the world’s first dedicated agribusiness company.
Key words: Innovation; agrochemicals; biotechnology; strategy.