The Novo Reset: A Prescription for Success in a Crowded Market The pharmaceutical industry is marked by high stakes deals, aggressive marketing campaigns, and cutting edge research and development.
When Novo Nordisk A/S (NYSE:NVO) announced its plan to rebrand as "Novo" and undertake a cultural reset, it was clear that the company's motivations went beyond cosmetic changes.
The move is partly a response to increasing pressure from Eli Lilly, which has been rapidly narrowing the gap in the obesity drug market.