E/B/13. Novartis and pharmaceutical industry in Switzerland

This report will analyse different topics related to international business strategy, covering market analysis, trade and foreign direct investment theories, choices of strategy and structure of firms and finally, international HRM. Owing to the recent trends of Globalisation, the pharmaceutical industry draws the perfect picture to discuss and develop these topics. For this purpose and to narrow the research in the pharmaceutical industry, Switzerland will be considered as the home country with particular emphasis on Novartis. Nowadays, Switzerland has liberal trade and investment policies and is a member of the World Trade Organisation (WTO). Financial services, Pharmaceuticals and Tourism account for the majority of the GDP. The project will take place with the description of a macro-environment using the PEST analysis, then an understanding of the Swiss trading trends according to Porter's diamond theory, followed by an overview of the different penetration and foreign investments using the example of the Novartis experience which will lead to the identification of strategic choices. Finally a brief look at the strategy adopted by Human Resources management