SHORT TAKES

Abstract

When Bayer Corporation, the giant German chemical company, regained U.S. rights to its world famous Bayer aspirin product in 1994—rights it lost when its U.S. assets were confiscated by the government and sold to Sterling Pharmaceutical after World War I—it also regained the rights to the Bayer name for its U.S. operations. At a recent meeting of the Societe de Chimie Industrielle in New York, Helge H. Wehmeier, CEO of Bayer USA, told fellow chemical executives about the strategic importance of being Bayer again in the U.S.:

Citation

(1996), "SHORT TAKES", Journal of Business Strategy, Vol. 17 No. 2, pp. 5-8. https://doi.org/10.1108/eb039762