Novo Nordisk: Focusing the Corporate Brand

38 Pages Posted: 21 Oct 2008  

James Rubin

University of Virginia – Darden Graduate School of Business Administration

Susanna Beranova

affiliation not provided to SSRN

Majken Schultz

Copenhagen Business School - Department of Economics

Mary Hatch

affiliation not provided to SSRN

Abstract

Kare Schultz, COO of Denmark's Novo Nordisk, must choose one of several scenarios for focusing the company's corporate brand.

Keywords: brand management

JEL Classification:

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

James Rubin (Contact Author)

University of Virginia – Darden Graduate School of Business Administration ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4830 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/rubin.htm

Susanna Beranova

affiliation not provided to SSRN

No Address Available

Majken Schultz

Copenhagen Business School - Department of Economics ( email )

Dalgas Have 15
DK- 2000 Frederiksberg C
Denmark

Mary Hatch

affiliation not provided to SSRN

No Address Available

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