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Hoechst-Roussel Pharmaceuticals, Inc.: RU 486
Jan Willem Bol, David W. Rosenthal
published: 2006 | Case Study | Business Ethics
Subject Area: Business Ethics; Business Policy/Strategic Management; Marketing
Key Issues: Business and Society; Marketing Strategy; Public Policy
Case Description: Hoechst-Roussel Management must decide whether to introduce RU 486 to the U.S. Market. The drug, a contraceptive/abortifacient, offers a significant business opportunity, but it goes against the company's stated policy of not marketing such drugs. RU 486 has been widely tested in Europe, but political and social issues present a hostile environment in the U.S.
# Case Pages: 16
Case Number: 160013-13-1
Teaching Note: Yes
revised May 11/06
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