
Marketing researcher Sundar Bharadwaj discusses his new book and how a sustainable business strategy leads to competitive advantage and higher profits.

Boehringer Ingelheim began operations nearly 140 years ago as a small chemical manufacturing company in rural Germany and has grown into a global leader in pharmaceutical innovation. The private, independently owned business thrives in 130 communities with a workforce population of a small city — 53,500 — providing medical needs and solutions for humans and animals to live healthier and longer.