Polysar Limited and Tornac Rubber
(12 pages of text)
The president of Polysar's global rubber division must determine how to commercialize an award-winning new product, Tornac Rubber. This product represents a potentially critical addition to the company's core business activities. Although members of Tornac Rubber's product development team are highly committed to the product, recent market developments combined with the financial circumstances of Polysar's new parent company create uncertainty regarding whether the rubber division should commercialize Tornac Rubber independently, or whether they should instead establish an alliance with one of their major competitors globally, Bayer A.G. of Germany. (A 16-minute video can be purchased with this case, Polysar Ltd. and Tornac Rubber - Video
This is an interesting and rich case that can be used in a Business Policy or International Business course. The business decision outlined in the case is used as a basis for analysis of the strategic alternatives available to the firm, in relation to the firm's competitive environment in the short and longer term; the preferences of the managers at the product, division and corporate levels; and the firm's resources.
International, Large, 1989
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