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Your Strategy Needs a Strategy: How to Choose and Execute the Right Approach by Janmejaya Sinha, Knut Haanaes, Martin Reeves

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CHAPTER 5

SHAPING

Be the Orchestrator

Novo Nordisk: Shaping to Win

When August Krogh cofounded Novo Nordisk in 1923 in Denmark, he couldn’t have predicted that his firm would play a critical role in the development of China’s sizable and booming insulin market. The company now controls about 60 percent of the market.1

Novo began building its Chinese insulin operation in the 1990s, well before the coming diabetes threat was widely appreciated or the market for diabetes care was fully developed. Early entry was critical, said CEO Lars Sørensen: “We came into China very early; we were one of the first international pharmaceutical companies that established a fully owned enterprise [there].”2 When Novo came to China, diabetes awareness was low. ...

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