38 Pages Posted: 21 Oct 2008
Kare Schultz, COO of Denmark's Novo Nordisk, must choose one of several scenarios for focusing the company's corporate brand.
Keywords: brand management
Suggested Citation: Suggested Citation
Rubin, James and Beranova, Susanna and Schultz, Majken and Hatch, Mary, Novo Nordisk: Focusing the Corporate Brand. Darden Case No.: UVA-BC-0192. Available at SSRN: https://ssrn.com/abstract=907772