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Promoting Me-Too Biologicals: Portfolio vs. Single Product Approach

Executive Summary

Novo Nordisk's grand plan for pitting its new basal insulin Levemir against Aventis' dominant Lantus is to promote the product in the context of the company's broader insulin portfolio. Novo believes its portfolio approach should capture a greater overall share of the insulin space than Aventis with its one-size-fits-all strategy.
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