What risks are pharmaceutical companies taking in new product development? Are they fairly compensated for the risk?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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What risks are pharmaceutical companies taking in new product development? Are they fairly compensated for the risk?

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