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December 01, 2007 (Vol. 27, No. 21)

Erecting Exclusivity Barriers with Innovation

Such a Strategy Can Perpetuate a Blockbuster-like Revenue Stream

  • W hat should you do when your blockbuster is being legally copied and sold for a fraction of the cost? For pharmaceutical companies, the answer is to create a sequel with nearly the same cast and then target a new audience. In taking an aggressive strategic innovation approach, companies ...

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