Frank V. Cespedes, Marie Bell
Harvard Business School (594048-PDF-ENG)
October 13, 1993
Dendrite International is a $ 23 million sales automation software company (1992 sales) for pharmaceutical companies in Europe, Japan and the United States. The company’s strategy is based on being a comprehensive service provider for multinational companies. Coming changes in the pharmaceutical industry, as well as technological and competitive developments, have raised questions about the best means for future growth and the accompanying account management procedures.
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