Lundback Case Study

Introduction Lundbeck was a danish global CNS pharmaceutical company. A research-intensive firm which strategy involved: specialization, speed, integration, and results. The firm narrow that in the CNS area, it used its small size as an advantage ,pursued a global goal and provided short and long haul value to its shareholders. The firm derived most of its revenues from European and American territories although Asia was an approaching and promising market. The firms inform structure was organized by regional groups, among them: the Asian group under the leadership of Asif Rajar. Though in 2005, conflicting point of views between Asif Rajar and Lunbeck Koreas manager Jin-Ho Jun had Micheal Anderson , Lundbecks vice-president, questioned the validity of this insurance coverage structure. Jin-Ho Jun argued that the Korean market was different and that Rajars decisions or opinions did non run this quality into account, thus holding back the market potential. He felt th at strategies and policies that might apply to other regions might not be suited for Korea. He was dealing with ethnocentrism from the regional headquarter and asked for more(prenominal) flexibility. On the other hand, Rajar was hired to implant Lundbeck strategy in Asia, therefore, he expected receptivity form the regions subsidiaries.

These opposed perceptions translated into some a(prenominal) disagreements concerning the placement of marketing resources, Juns car and finally the decision to parade the next-generation drug Lexapro. Anderson questioned if it should or not allow Lundbeck Korea to report forthwith to the headquarter. Recommendations On an I! HRM point of view, both Rajar and Jun are important assets for the company. Their do it both in Asia and in the CNS market is valuable. Jun has proven to be one of a kind with the launching of Ebixa. Without is hallowed knowledge of the Korean market, this success wouldnt have been possible. Rajar for his part, has been having success creating a sens of...If you want to get a full essay, drift it on our website: OrderCustomPaper.com

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