From insight to brand strategy

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 6 in Moment of Truth, 2006, pp 87-118 from Palgrave Macmillan

Abstract: 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.

Keywords: Roche Diagnostics; Brand Position; Strategy Consultant; Brand Management; Rule Breaker (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_6

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DOI: 10.1057/9780230203884_6

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