Syngenta: Changing a Global Company

Syngenta customers are facing increasing costs, price volatility and risk for their production. To help customers deal with these challenges, the company announced the integration of seed and crop protection in early 2011. The “One Syngenta” strategy had three objectives: Innovate, Integrate, and Outperform. In North America, the company’s second largest region, the company faced two challenges: the non-exclusive distributors Syngenta sells through would need to carry Syngenta’s message to farmers and the internal culture of Syngenta’s marketing organization in North America would have to shift from specialists to generalists. The specific objectives of this case are to understand the strategic change Syngenta made as it shifted from a product (seed and crop protection) focus to a crop-based focus, assess how a global business can “think like a grower” and move from a product leadership discipline to a customer intimacy discipline, and gain insights into the Syngenta employee, retailer and grower perceptions of the new strategy.

Issue Date:
May 01 2015
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
Record Identifier:
PURL Identifier:
Published in:
International Food and Agribusiness Management Review, 18, 2
Page range:
Total Pages:
JEL Codes:
A22; A23
The IFAMR is published quarterly by the International Food and Agribusiness Management Association.
Series Statement:
Volume 18
Issue 2

 Record created 2017-04-01, last modified 2019-08-30

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