In 1997, Novo Nordisk was one of two leading companies worldwide in diabetes-care industry, the dominant business outside the United States, but is struggling to win market share there. It was created in 1989 by the merger of two Danish companies that have competed fiercely. In the early 1990s, the relationship between the difficulties of U.S. operations and headquarters in Denmark led to its inability to adapt to changing U.S. Food and Drug Administration regulations. She was forced to withdraw the product it has done for the American market and to inform our customers that there they would have to get them to cure his main rival. This case describes the organization's answer to the crisis. They focus on the confirmation of the value, the definition of new "Novo Nordisk control method (NNWoM)," reflecting a list of "The Basics", and the creation of intermediaries, whose role is to ensure that the units joined NNWoM. "Hide
by Joel Podolny, John Roberts, Aldo Kemper Source: Stanford Graduate School of Business 26 pages. Publication Date: July 10, 2000. Prod. #: IB20A-PDF-ENG
