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Taking A Lesson From McDonald's

Executive Summary

Myrtle Potter and Andre Kay, the COO of Genentech and Head of Global Marketing and Sales for Novartis AG, respectively, oversee the commercial operations of companies that differ considerably in the scale and experience of their sales and marketing organizations. But at Windhover Information Inc.'s recent Marketing Pharmaceutical Innovation conference in Philadelphia, the two struck very similar tones in a session on global branding. Both spoke with urgency about the need for drug companies to adopt global strategies for quickly building and sustaining the value of major products in an increasingly competitive environment.


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