Novartis has most likely had success with its Arogya Parivar initiative because

Question

Novartis has most likely had success with its Arogya Parivar initiative because it filled the health educator and supervisor jobs with people from:

a) Wherever the most qualified people could be found

b) India

c) Switzerland

Management in the News In India, the Swiss pharmaceutical company Novartis International AG is using its Arogya Parivar initiative to increase trust in conventional medicine among the very poor, thereby cultivating a market for its products. Novartis employs health educators to teach laypeople about disease, treatment, and prevention, and it also sends supervisors to assess each local area’s needs and provide education to health care providers. Novartis has accompanied this education effort with a different pricing structure and selling medications in smaller packages with smaller price tags. By cultivating this untapped market in a socially entrepreneurial way, Novartis seeks to increase its profits. The effort has been successful enough in India that the company has started similar programs in Kenya and Vietnam and has plans for Indonesia.

Source: Clinton, L. (2014, May 12). Building new marketplaces at the bottom of the pyramid. The Guardian. Retrieved from http://www.theguardian.com/sustainable-business/novartis-cemex-sustainability-microensure-pyramid

Explanation / Answer

Novartis started initiative in India to educate the local population about some common diseases, their treatment and prevention. Also, they wanted to teach local healthcare providers by assessing each area’s needs. For this they hired the educators and supervisors who could communicate with local population and can provide them support. Therefore, they hired people from India.

Therefore, the correct answer is option (b), India.

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