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1 case(s) found.
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.
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Reference 236
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Published 09 Jan 1992
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Length 42 page(s)
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Topic Marketing
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Region Europe
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Industry Pharmaceuticals
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.