Publications
Publications
- September 1997 (Revised October 1997)
- HBS Case Collection
Bayer AG (A)
By: John A. Quelch
Abstract
Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess the communication challenge and brand management tasks the company would face should they decide to go forward with the purchase.
Keywords
Management Teams; Brands and Branding; War; Communication; Trademarks; Acquisition; Government and Politics; Biotechnology Industry; Pharmaceutical Industry; Germany; North America; United States
Citation
Quelch, John A., and Robin Root. "Bayer AG (A)." Harvard Business School Case 598-031, September 1997. (Revised October 1997.)