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Novozymes: Cracking the Emerging Markets Code

By Palepu, Krishna G. / Misztal, Karol

In 2011, the management of Novozymes, the industrial enzymes leader, reflected on the viability of their positioning in the fast growing, yet increasingly competitive Chinese market. Novozymes, a technological innovation pioneer, was prominent in China's premium enzyme markets, but felt pressure from local low-cost rivals in volume-driven, commoditized segments. How should Novozymes relate to local competitors? By competing on technological innovation only in high-margin verticals? Or through a separate subsidiary with a new low-cost business model for commoditized verticals?

Collection: HBSP (USA)

Ref: HBS-112084-E

Format: PDF

Number of pages: 22

Publication Date: Apr 4, 2012

Language: English

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Year: 2011

Geographic Setting: China

Novozymes: Cracking the Emerging Markets Code

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Novozymes: Cracking the Emerging Markets Code

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