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Project: Market Entry Study
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The problem
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A Japanese pharmaceutical company wanted to evaluate the market opportunity for a cardiovascular product in Europe.
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The solution |
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A panel of opinion leaders in the field was assembled. They were asked in a structured process to give their advice about the mechanism of the product and its usefulness in medical practice. A comprehensive report was presented to the company.
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The outcome |
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It appeared that the product profile was not suitable for the European market, resulting in a small commercial potential.
The company decided not to develop and launch the product in Europe. |
