Download This PaperAlliance Andiv
22 Pages Posted: 16 Jun 2009
Abstract
A large animal-pharmaceuticals company has introduced in the United States a highly successful treatment for a common canine disease. Now, management is wondering how to introduce the product in Europe and whether the strategy should be the same as in the United States. In order to answer these questions, focus-group data on veterinarians and consumers are available for France, Spain, and Italy.
Keywords: international marketing, legal issues, international case, diversity case, international
Suggested Citation: Suggested Citation
Gale, Christopher and Kelley, Stephen, Alliance Andiv. Darden Case No. UVA-M-0352, Available at SSRN: https://ssrn.com/abstract=1419851 or http://dx.doi.org/10.2139/ssrn.1419851
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