Creating Shared Value
Integrating Strategy Across Levels
Novartis in Rural India
Reconceiving Products
and Markets
• Portfolio of the
•
appropriate and
affordable medicines
drawn from the
company's patented,
generics, and over-the-
counter (OTC)
businesses
Packaging of OTC
medicines to reflect
consumers' limited
spending power
Redefining Productivity
in Value Chain
• Localized sales teams
that know the culture and
speak the dialect,
understand needs and
reduce mistrust
• A dense network of local
distributors to reduce
stock-outs
Enabling Local Cluster
Development
• Community health
education programs to
address lack of health-
seeking behavior
.
Frequent health camps
for physicians in rural
areas
• Microfinance partners to
improve healthcare
delivery infrastructure and
access to working capital
20131105 HSM Brazil CSV Presentation-FINAL
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Copyright 2013 Professor Michael E. PorterView entire presentation