Syntex Laboratories - 1987 Winner

Ellen Curtis, Syntex Laboratories

Michael Ness, Sola-Syntex Opthalmics:

M. Kerry Simpson , Information Resources, Inc.:

Leonard Lodish, University of Pennsylvania:


A decision calculus model for sales force size and deployment was devised by Syntex managers, with a time horizon of three years. The model recommended large increases in sales force size, changes in sales force allocation of time to some products and market services and away from others. Model predictions proved to be more accurate than standard forecast and in financial terms resulted in a profit increases of $25 million and a 1000:1 benefit to cost ratio for the model development and implementation.

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