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From insight to brand strategy

In: Moment of Truth

Author

Listed:
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Abstract

Roche Diagnostics is a division of the global pharmaceuticals giant Roche. With a turnover of 7.8 billion Swiss francs (2004 figures), Roche Diagnostics is a world leader in medical diagnostic equipment and reagents, with market shares commonly reaching over 50 percent. But a few years back, Roche faced a new challenge – a number of new challenges, in fact.

Suggested Citation

  • Andreas Bauer & Björn Bloching & Kai Howaldt & Alan Mitchell, 2006. "From insight to brand strategy," Palgrave Macmillan Books, in: Moment of Truth, chapter 6, pages 87-118, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-20388-4_6
    DOI: 10.1057/9780230203884_6
    as

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