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ZYRTEC: Responding to Allegra

Moore, Marian Chapman; Bergqvist, Karin; Li, Angela

M-0847 | Published September 04, 2013 | 22 pages Case

Collection: Darden School of Business

In April 2010, the ZYRTEC brand manager at Johnson & Johnson's McNeil Consumer Healthcare, learned that Sanofi's Allegra, the leading brand in the prescription antihistamine category, was anticipated ... Read More