The following composite case study describes a common scenario for many organisations: preparing for the launch of a new product. In this scenario, two pharmaceutical companies approach the same business challenge in two very different ways. One company uses the traditional process that most organisations would follow, the other uses an Agile approach; and there is a marked difference in the outcomes.

Website building in a competitive marketplace

The best way to start illustrating the value of Agile approaches is to use an example that bridges both business and technology drivers: building a product website in the pharmaceutical industry, a highly competitive (and often volatile) sector, where ...

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