Diversification Strategies Case Study

Novo Nordisk: The Danish Pharmaceutical Company's Diversification Strategies

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Abstract:
Novo Nordisk from Denmark is the world's leading insulin maker with a global market share of 50%. Along with diabetes care it also operates in biopharmaceutical segments like haemostasis management and growth hormone therapy. However, with increasing competition from Eli Lilly, Pfizer and Sanofi-Aventis in its core business of anti-diabetes drugs, Novo Nordisk has diversified into other areas like oncology and analgesics.

Pedagogical Objectives:

• To highlight the diversification strategies of Novo Nordisk
• To discuss Novo Nordisk's ability to successfully enter new therapeutic areas, where it lacks core competency.

Keywords : Competition in global anti-diabetic market; Eli Lilly; Pfizer; GlaxoSmithKline; Research and development expenditure by pharmaceutical companies; Sanofi-Aventis; Haemostasis management; Diversification Strategies Case Study; Growth hormone therapy; Anti-diabetes care; Biopharmaceuticals; Non-steroidal anti-inflammatory drugs; Diversification of global pharmaceutical companies