It takes more than a fancy new name to create a new identity. Certainly, that was the case for Novartis, the pharmaceu-tical powerhouse created by the $21.8 billion merger of two Swiss giants, CIBA-Geigy and San-doz, in 1996. The company's new moniker-derived from the Latin novae artes, meaning new skills-was to signal its commitment to re-search and development.
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