Ivey Publishing
Yunnan Baiyao: Traditional Medicine Meets Product/Market Diversification
Product Number:
9B06M088
Publication Date:
01/23/2007
Revised Date:
09/21/2011
Length:
17 pages (13 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In 2003, 3M initiated contact with Yunnan Baiyao Group Co., Ltd. to discuss potential cooperation opportunities in the area of transdermal pharmaceutical products. Yunnan Baiyao (YB), was a household brand in China for its unique traditional herbal medicines. In recent years, the company had been engaged in a series of corporate reforms and product/market diversification strategies to respond to the change in the Chinese pharmaceutical industry and competition at a global level. By 2003, YB was already a vertically integrated, product-diversified group company with an ambition to become an international player. The proposed cooperation with 3M was attractive to YB, not only as an opportunity for domestic product diversification, but also for international diversification. YB had been attempting to internationalize its products and an overseas department had been established in 2002 specifically for this purpose. On the other hand, YB had also been considering another option namely, whether to extend its brand to toothpaste and other healthcare products. YB had to make decisions about which of the two options to pursue and whether it was feasible to pursue both.
Issues:
Disciplines:
Entrepreneurship,  General Management/Strategy,  International
Industries:
Health Care Services
Setting:
China, Medium, 2003
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Japanese (18 pages) , Simplified Chinese (17 pages) , Traditional Chinese (17 pages)
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