Novo Nordisk, a Danish company, is the largest supplier of insulin in the world. Use both in the home and outside design services, it is integrated medical research, user information and new technologies in a team project, which led to the convenient insulin delivery systems, such as insulin pens. These pens have been very successful in Europe and met with varying degrees of success in other places. The company must define its products are "global design." If not, how could they? Should they? This case focuses on the use of design in positioning and marketing in the United States, the innovative, filled, disposable, easy to use, like a pen syringe to replace the "pharmacy" diabetes usually carry. Students are asked to develop a marketing strategy and launch plan based on local conditions. "Hide
by Karen J. Freeze Source: Design Management Institute 39 pages. Publication Date: January 1, 1993. Prod. #: 993021-PDF-ENG
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