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Merck: Exploiting Erbitux

Executive Summary

Merck KGAA's fortunes are tied precariously to the industry's most controversial product, cancer drug Erbitux. Since it relies on Erbitux to fill the gap left by falling Glucophage revenues as well as to spearhead a wider move into oncology, Merck is trying to treat Erbitux's bumpy ride to date as an opportunity, not a threat.

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