1. Introduction

With the purchase of the Indian company Dabur Pharma – India’s largest producer of oncology drugs – in 2008, Fresenius Kabi extended its offering of intravenous drugs with the product range “Oncology”. Thus the offered portfolio of so called i.v. drugs is one of the most extensive portfolios worldwide.

Facing the new challenges of competing in a generic market and in the changing scenario from product orientation to customer orientation a global customer satisfaction survey was commissioned by Fresenius Kabi’s CEO, who wanted to get an overall view of the customers’ perception of Fresenius Kabi as provider of generic i. v. drugs. This was the initial trigger for these investigations. After more than 4 years and before his retirement as CEO, Mr. Rainer Baule wanted to understand, how satisfied customers around the world are with Fresenius Kabi’s newest business offer and how we cater our customers in terms of the above mentioned changes.

What is Fresenius Kabi’s reputation and how will the company be rated amongst the main global competitors?