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Why pharma should embrace multi-level competition
PharmExec, 08/05/09

Have you ever wondered why consumer products companies sell multiple brands in the same product category or why many hotel companies offer a portfolio of different types of hotels? These and companies in other industries recognise the advantage of competing with multiple brands in a single consumer category. Their goal is not simply to have the single best–selling brand; they want to maximise their total sales by owning the product category.

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