HBSP (USA)
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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20
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Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate, Teaching Note
Quelch, John A.; Badame, DianeTeaching Note HBS-914502-EMarketingTeaching Note for Product #914501Starting at €0.00
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Are Americans Ready for Healthy Dark Chocolate? (Spanish version)
Quelch, John A.; Badame, DianeCase HBS-915S03MarketingAndrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program of market research to support the development and launch of a new product, healthy dark chocolate with fruit. This is the first time Montreaux USA, an offshoot of a Swiss confectioner, has created a product specifically for U.S. chocolate consumers. The case explains the steps Torres and her NPD te...Starting at €8.20