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about=\u0022\/mundipharma-a\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase 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class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EMundipharma\u2019s Consumer Health (Cx) business was established in 2013 in Asia and experienced rapid growth through company buy-backs of franchised businesses. It expanded to Europe and Canada by 2018 to establish a global presence. The core brand of the Cx business was Betadine, focusing on three major therapeutic areas: wound care, cold \u0026amp; flu remedies, and female health products. Betadine had a reputation for efficacy and was trusted by healthcare providers and consumers alike. However it was not profitable.\u003Cbr \/\u003E\nMundipharma (MP) was considering a carve-out and divestment of the Cx business, reflecting an emerging trend in the pharmaceutical industry. New CEO Marc Prinsen assigned Yasemin Okur the task of developing and implementing a strategic plan to make it profitable. The case describes how she mobilized a cross-functional team that managed to turn around the Cx business and sell it within three years, as planned.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe case allows students to step into the shoes of a  turnaround CEO to understand the difficulties when forced to trade off short-term needs for long-term benefits. They learn that balancing is key and time is of the essence. The case illustrates the value-creation in a turnaround by estimating the value of the Cx business before and after the turnaround\/divestment. \u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Healthcare\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               pharma\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               consumer health\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               distribution\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               turnaround\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               product\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               rationalization\n                            \u003C\/li\u003E\n                                                   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\u003C\/p\u003E\n\n      \u003Cp class=\u0022font-size-12 green-october-text case-author\u0022\u003E\u003Cspan class=\u0022green-april-text\u0022\u003EBy\u003C\/span\u003E\u0026nbsp;\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/claudia-zeisberger\u0022 hreflang=\u0022en\u0022\u003EClaudia Zeisberger\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/yasemin-okur\u0022 hreflang=\u0022en\u0022\u003EYasemin Okur\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/jean-wee\u0022 hreflang=\u0022en\u0022\u003EJean Wee\u003C\/a\u003E\u003C\/span\u003E\n\n\n\u003C\/p\u003E\n  \n    \n        \n        \n  \u003Cdiv class=\u0022row cases-links-block\u0022\u003E\n    \u003Cdiv class=\u0022col-lg-12\u0022\u003E\n      \u003Cul 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class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/jean-wee\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Jean\u0026nbsp;Wee\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  \n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]