When a Product Fails, Find a New Direction
Harvard Business Review
FEBRUARY 22, 2013
Years of development, energy, and, of course, money have gone into it. As Lisa Burns, CEO of Burns McClellan , long-time publicist for Cephalon, told me in a recent phone interview, "All the energy that Frank had applied to Myotrophin, he turned to Provigil.". By 2010, sales exceeded $2B. What do you do next?
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