Strategic positioning can work wonders if it's done right. Reactions to Sygenta - the Novartis and AstraZeneca agrochemicals link-up
When AstraZeneca and Novartis announced the planned merger of their agrochemical businesses late last year, a question mark hung over the deal. In times of poor yields was this an astute move? In farming parlance, could it be likened to linking up an old tractor with a rusty trailer and sending them out into the fields in desperate search of a return?Of course, the creation of Syngenta was positioned rather differently by its parents. The message they wanted to convey was that the entity they
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