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…

BPIR Categories

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

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