Klaus Meyer

Cases on Businesses in the Global Economy

I have written two cases on businesses operating on the global stage, GN Netcom and Novo Nordisk that I use frequently in my own classes, and that other instructors may obtain via the usual case depositories.

 

GN Netcom China (A) and (B)

This case reviews the global strategy and emerging challenges of GN Netcom. GN Netcom is a division of GN Great Northern, a Danish electronics conglomerate. At the onset of the new millenium, GN Netcom had to address inefficiencies in its global operations after the acquisition of several smaller competitors, and changing patterns of global demand. The possibilities to be considered include relocation of production to China, but that would impact on the global supply chain. Moreover, China was expected to become an attractive market due to WTO membership. 

The case has been written primarily for graduate courses in international business. It allows in particular to address the mutual interdependence between global strategy and entry in specific markets. Specific issues arising include the reorganization of production worldwide, the establishment of new facilities in China, the reorganization of global supply chain management, and the entry into China as market.  The (A) case serves as a basis to discuss global strategy and its linkage to entry strategies for a specific market. The (B) case outlines GN Nectcom's actual involvement in China as it was built up in the year 2001, and serves as a basis to discuss the impact of economic recession on a globally operating B2B business.

Published by London Business School and available from European Case Clearing House (ECCH).

 

Ethics of Off-shoring: Novo Nordisk and Clinical Trials in Emerging Economies

The case outlines the conflicting ethical demands on a Danish pharmaceuticals company, Novo Nordisk, that is operating globally and is aspiring to high standards of corporate social responsibility. A recent report alleges that multinational pharmaceutical companies routinely conduct trials in developing countries under alleged un-ethical conditions. The company's director reflects how to respond to a request from a journalist for an interview. This triggers a discussion on the appropriate ethical principles and how to communicate them.

As a company emphasizing corporate responsibility, the interaction with the media presents both opportunities and risks to Novo Nordisk. The case focuses on clinical trials that are required to attain regulatory approval in for example Europe and North America, and that are conducted at multiple sites around the world, including many emerging economies. Novo Nordisk has implemented numerous procedures to protect its various stakeholders, yet will this satisfy journalists and non-governmental organizations, and how should the company communicate with these stakeholders?

Published by Ivey Business School (reference-# 9B09M001) and available from European Case Clearing House (ECCH).