Bayer AG is a German multinational pharmaceutical and biotechnology company. It is one of the world's largest pharmaceutical and biomedical companies.

Thirty years ago, Bayer Pharmaceutical UK asked me to evaluate a market entry project.

Bayer AG wanted to reposition as an Integrated Health Care business and sought business acquisition, drug distribution, or service provision opportunities to help them achieve their objective.

At the heart of the analysis, I developed a generic strategic framework to evaluate project risk and return on capital and integrated it into other subjective data - visualised through a traffic light dashboard - as a reliable and organic decision tool.

You are unlikely to want the rigour of business school research.

But you may be interested in how subjective data alongside the numbers can give you a personal advantage or develop competitive advantage.

Bayer were delighted.

Chris Tobin – managing director of the pharmaceutical business group – said.