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  • About the Author: Magnus Hoppe

    Magnus Hoppe is Assistant Professor of organization and management at Mälardalen University, Sweden, with research in intelligence, innovation and entrepreneurship.   …

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24 Jun. 2016 | Comments (0)
The Right Way to Use Competitive Intelligence
In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. Yet, in the first quarter of 2016 the company sold only $17 million of Entresto in the U.S. market.