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Case from journal
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Reference no. NAC1300
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 1993
Length: 18 pages
Data source: Published sources

Abstract

Hoechst-Roussel management must decide whether to introduce RU 486 to the US market. The drug, a contraceptive / abortifacient, offers a significant business opportunity, but it goes against the company''s stated policy of not marketing such drugs. RU 486 has been widely tested in Europe, but political and social issues present a hostile environment in the US.

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Abstract

Hoechst-Roussel management must decide whether to introduce RU 486 to the US market. The drug, a contraceptive / abortifacient, offers a significant business opportunity, but it goes against the company''s stated policy of not marketing such drugs. RU 486 has been widely tested in Europe, but political and social issues present a hostile environment in the US.

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