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Yunnan Baiyao: Traditional Medicine Meets Product/Market Diversification
Paul W. Beamish; George PengCase IVEY-9B06M088-EEntrepreneurship, StrategyIn 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 a...Starting at €8.20