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Growth Strategies Case Study

Case Title:

J&J - Growth strategies in the 21st century

Publication Year : 2004

Authors: P Venkatesh, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products


Case Code: GRS0001

Teaching Note: Not Available

Structured Assignment: Not Available

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In the late 1990s, Johnson & Johnson (J&J), well-known mainly for its consumer products like Johnson's baby products, started focusing more on its pharmaceutical and medical devices segments. J&J grew rapidly in these two segments, enhancing its product portfolio through mergers and acquisitions. By the turn of the 21st century, J&J had over 200 operating subsidiaries spread over 54 countries. Though the sales figures for 2003 looked impressive at $41,862 million, investors sensed a tough future for the company as the company did not have a new product to offer till 2006.

Pedagogical Objectives:

  • To discuss J&J's inorganic growth in the 21st century
  • To analyse J&J's initiatives to tide over the impending difficulties and understand how J&J geared up to streamline its drug development activities and generated funds through cost cutting measures.

Keywords : Johnson & Johnson; Johnson's baby powder; Centocor; Monoclonal Anitbody Technology (Mab); Growth Strategies Case Study; Cypher Sirolimus-eluting stents; Endgames curve; Natrecor; Stents; Procrit; Tylenol; McNeil Laboratories; Alza Corporation; Scios Incorporated; Cordis Corporation; Pentrax

Contents : 
Into The New Millennium
Stage Of The End Game
A Challenging Future
J&J’swoes Since Late1990s
Growth And Acquisitions

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