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Case
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Reference no. W91C29
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2010
Version: 11 October 2010
Length: 12 pages
Data source: Published sources

Abstract

This case follows Laura Milanes as she defines the problems facing Midco Pharmaceuticals, a leading manufacturer of store brand over-the-counter (OTC) drugs and vitamins. Students analyze Midco's new-product development (NPD) process. This requires critical-path, capacity, and process flow analysis. Students then conduct a cost-benefit analysis and make recommendations.

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Abstract

This case follows Laura Milanes as she defines the problems facing Midco Pharmaceuticals, a leading manufacturer of store brand over-the-counter (OTC) drugs and vitamins. Students analyze Midco's new-product development (NPD) process. This requires critical-path, capacity, and process flow analysis. Students then conduct a cost-benefit analysis and make recommendations.

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