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| Author: | Birkinshaw, J. Robbins, P. |
| Title: | Ideas at work: sparkling innovation |
| Journal: | Business Strategy Review
2010 : SUMMER, JUN, VOL. 21:2, p. 7-11 |
| Index terms: | marketing brands innovation pharmaceutical industry international companies networks |
| Language: | eng |
| Abstract: | A pharmaceutical company, GlaxoSmithKline, faced a situation that is usual to large global organizations: How to allocate marketing resources to smaller, regional brands. The authors present a report on the company's inventive approach to worldwide marketing leading to the development of a unique and productive network. |
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