Shade cases are required to be printed in color, to maximize their effectiveness. The case describes the attempt of Merck, a global leader in pharmaceuticals, in making accessible its medicines to the poor.
The challenge for the firm (or for that matter, any pharmaceutical company) is the best way to integrate its business strategy with its corporate social responsibility, especially when running in "lower income" nations.
PUBLICATION DATE: February 25, 2009 PRODUCT #: 509048-HCC-ENG
This is just an excerpt. This case is about SALES & MARKETING
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