Managing the risk aspects of the product development process at the Upjohn Company

@inproceedings{Katsanis2006ManagingTR,
  title={Managing the risk aspects of the product development process at the Upjohn Company},
  author={Lea Prevel Katsanis and Dennis Pitta},
  year={2006}
}
Purpose – The aim of this paper is to describe an innovative practice that has implication for new product developers within and outside the pharmaceutical industry. Design/methodology/approach – The case describes an approach to managing the risk inherent in marketing drugs. The organization’s original name has been retained, although individual managers’ names have been changed at its request. Interviews with former company employees and publicly available data were used to write the case… CONTINUE READING

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