Building US Presence
Executive Summary
Mid-size European companies look to boost US sales efforts.
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Despite having little or no presence in the respiratory market, Pharmacia fought off Novartis, Roche and Aventis to win worldwide marketing right to Altana's roflumilast for COPD and asthma--a drug that could become a blockbuster. Altana reckons that Pharmacia, with no similar products of its own that might compete for attention, is strongly committed to roflumilast's success.
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