When a large US pharmaceutical company sought to take market share from a rival it made a strategic move to launch a new product in the feminine health category. The time frame was tight given anticipated competitive moves. However the internal ructions were worse than the external competition. The VPs of Marketing and Research both agreed that a new product was a must for future growth, but each argued strenuously for a different pet alternative new product to launch, and they became increasing...

BPIR Categories

8.2.1 Leaders communicate with employees
9.5.2 Manage team performance
2.2.4 Formulate and review business unit strategy

Unlock this article and 10,000+ more

To get the most out of our extensive resources, please login or become a member below.