As a large yet specialist firm, Schering must compete in multiple areas. That means developing and marketing differentiated products across a number of fronts--and dealing with the lower-than-average margins that typically come with mixed portfolios. How well the German group overcomes these challenges should be of growing interest to Big Pharma, given the risks of relying on blockbusters.
By Melanie Senior
Schering AG 's CEO Hubertus Erlen, PhD, has reason to be smiling. Specialization, not primary care, is in vogue...
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