GEMBA
STRUCTURING AND MANAGING THE GLOBAL FIRM
Final Exam Case:
Lundbeck Korea: Managing an International Growth Engine
Guidelines:
– This exam is individual
– You should type your exam essay. The exam extension is up to 2,500 words (about
5 pages) without counting graphs and figures. Please include your final word
count at the end of the essay.
– If at all possible, use font 12 and 1 inch (2,54 cms) margins
– Post your essay in Moodle once you finish
– The due date for this paper is Monday, December 9 at 12:00pm Eastern Time
– I recommend reviewing the course required readings
Questions:
1. What priorities do the local (Jun), regional (Rajar) and headquarters (Andersen)
managers have? How do their backgrounds and positions in the company influence their
concerns?
2. What type of strategy did Lundbeck have in 2005? Did it reflect a good balance
between global integration and local responsiveness for Lundbeck?
Depicting the main value-adding activities* of Lundbeck in 2005 in the Global
Integration–Local Responsiveness matrix can be useful for your analysis
* R&D, Product Testing (drug trials), Production, Marketing, Pricing, Sales & Promotion, Product
Mix (e.g. promoting Lexapro over Cipram)
3. What is the value of having a regional division?
4. Should Andersen separate Lundbeck Korea from Lundbeck Asia?
5. Can you devise a win-win-win situation – one which meets Andersen’s needs and does
not result in either Jun or Rajar leaving the company?
Please don’t hesitate to contact me for any doubt or question about the exam at my email
address (xavier.mendoza@esade.edu). I wish you enjoy the case!
