CIBA Vision: The EUROLOGISTICS Initiative

The case documents the evolving characteristics of the contact lens market, driven by rapid technological innovation. The introduction of disposable contact lenses has transformed this business from a low-volume high-margin market space to a high-volume low-margin one. This transformation necessitated a drastically new supply chain solution, which would significantly reduce manufacturing and distribution costs while preserving the close relationships CIBA Vision enjoyed with the health care professionals in the local markets.