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Novo Nordisk A/S: Designing for Diabetics

By Karen J. Freeze, Director of Research, Design Management Institute

Novo Nordisk, a Danish company, is the largest supplier of insulin in the world. Using both in-house and outside design services, it has integrated medical research, user-information, and new technologies in team-based projects resulting in user-friendly insulin delivery systems, such as insulin pens. These pens have been very successful in Europe and have met varying success elsewhere. The company needs to determine whether its products represent "global design." If not, then how could they? Should they? This case focuses on the use of design in positioning and marketing in the United States an innovative, prefilled, disposable, easy-to-use, pen-like syringe to replace the "drugstore" type diabetics conventionally carry. Students are asked to develop a marketing strategy and launch plan to suit local conditions. Also available: Supplement (9-995-016) and Teaching Note (5-993-022).


Keywords: Marketing, Manufacturing Strategy, New Market Entry, Product Design, Environmentally Sensitive Design, Case Study or Method, Medical Products

Price: $2.35 Academic/$5.00 Corporate
Order number: 9-993-021



Novo Nordisk A/S: Designing for Diabetics, Epilogue

By Karen J. Freeze, Director of Research, Design Management Institute

Follows the Novo Nordisk Novolin prefilled insulin syringe (9-993-021) through its launch decision for the United States. Also available: Teaching Note (5-993-022).

Price: $1.35 Academic/$2.50 Corporate
Order number: 9-995-016



Novo Nordisk A/S: Designing for Diabetics, Teaching Note

By Karen J. Freeze, Director of Research, Design Management Institute

Teaching Note for (9-993-021) and (9-995-016).

Price: $2.35 Academic/$5.00 Corporate
Order number: 5-993-022



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This document was last updated December 2, 1996.




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