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Re-energizing a product portfolio: case study of a pharmaceutical merger

Author: Sanjay K. Rao Language: English Journal: Journal of Business Strategy Year: 2009, Volume: 30, Issue: 6 Source: Emerald Publisher: Emerald Publishing Group Limited

The paper highlights the critical role of relying on the core elements of strategic marketing and research in solving one of the most common and important business issues of our time. Key themes are stressed through focusing on insights reiterating the role of core marketing principles such as differentiation, positioning and strategy simulations. When combined with the insights provided by comparable other business functions such as financial modeling and valuation, this can only result in smart business strategy.

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