Yunnan Baiyao: Traditional Medicine Meets Product/Market Diversification
商品編號：9B06M088
出版日期：2007/01/23
再版日期：2008/08/27
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：Internationalization;Product Diversification;Brand Extension;Alliances
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：China
產業：Health Services
事件年度：2003
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.
教學手冊：8B06M88
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