Revenue Model Innovation at Roche Diagnostics

London Business School Case Study No. 13-015

Posted: 20 Nov 2013

See all articles by Marco Bertini

Marco Bertini

ESADE - Ramon Llull University

Nader T. T. Tavassoli

London Business School - Department of Marketing

Date Written: September 15, 2013

Abstract

This case study involves the merger of Roche Diagnostics' Molecular Diagnostics and Applied Science business areas in Germany. The merger, which was initially motivated by a combination of converging needs among commercial diagnostic laboratories and research hospitals, product-portfolio synergies, operational efficiencies, improved customer management, and an increasingly competitive marketplace, brought to light potentials in the way Roche Diagnostics generated revenue from its products and services. While these go-to-market-strategies may have well existed for a number of years, the move to a single sales force calling on customers across the two business areas required the need for a sustainable, integrated pricing approach. One of the key questions occupying Doctor Bodo Eickhoff (Senior Vice President of Sales and Marketing for Applied Science and Molecular Diagnostics in Germany) and his team concerned the appropriate revenue model under the revised organizational structure.

Keywords: Pricing, revenue models

Suggested Citation

Bertini, Marco and Tavassoli, Nader T. T., Revenue Model Innovation at Roche Diagnostics (September 15, 2013). London Business School Case Study No. 13-015. Available at SSRN: https://ssrn.com/abstract=2356084

Marco Bertini (Contact Author)

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172
Spain

Nader T. T. Tavassoli

London Business School - Department of Marketing ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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