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Chemistry Looks to the Future at Innovassynth

The Challenge of Bric Multinationals

ISBN: 978-1-78635-350-4, eISBN: 978-1-78635-349-8

Publication date: 24 November 2016



This teaching case describes a born-global Indian enterprise in R&D that developed and leveraged knowledge-intensive business services in speciality chemicals, custom synthesis of genes and contract research co-evolving dynamic capabilities in partnership with multinationals from Europe and North America. The purpose of this case to explore how emerging market multinationals can leverage factor market strengths for niche positioning in industries generally populated by large players, in this case, the big Pharma companies.


The case describes how the international strategy of the company was rooted in the “Make in India” national policy. The risks and opportunities involved a “springboard” approach of gaining customer confidence in North America, Europe and Japan in incremental steps. Challenges concerned fostering a credible talent management eco-system where scientific spirit and business pathways were pursued around unknown and unfamiliar projects challenging resource-based views of the firm.

Research implications

An interesting facet of this case is how the nexus of treaties with stakeholding constituents were configured and sustained for strategic management of intellectual capital and organizational knowledge.


The novelty of the case is in demonstrating how small EMNCs can leverage factor market advantages to become world leaders in niche segments. Another interesting feature is how such firms are organized around sustainability of shareholder value without profitability in their initial years.



Mathur, A.N. (2016), "Chemistry Looks to the Future at Innovassynth", The Challenge of Bric Multinationals (Progress in International Business Research, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 559-586.



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