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Schering: Building Franchises

Germany's Schering AG is betting it can crack the US market using a franchise of smaller products, rather than relying on a single blockbuster. It reckons this strategy--which few have used before--is best suited to its size and strengths.

by Melanie A. Senior

Over the last decade, Germany's Schering AG has turned itself—like other mid-sized European groups—from a chemicals conglomerate into a pure play pharmaceutical company. The second part of its transformation...

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