Novo Nordisk, a Danish company, is the largest supplier of insulin in the world. With both in-house and outside design services, it has medical research, user information, and new technologies in team-based projects that integrate with user-friendly insulin delivery systems, as done, for example, insulin pens. These pins are very successful in Europe and met varying degrees of success elsewhere. The company needs to determine whether their products represent “global design.” If not, then how could … Read more »

Novo Nordisk, a Danish company, is the largest supplier of insulin in the world. With both in-house and outside design services, it has medical research, user information, and new technologies in team-based projects that integrate with user-friendly insulin delivery systems, as done, for example, insulin pens. These pins are very successful in Europe and met varying degrees of success elsewhere. The company needs to determine whether their 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, pre-filled syringes, disposable, easy-to-use pen-like syringe to replace the “Pharmacy” carry conventional diabetic. The students are asked to create a marketing strategy and implementation plan to develop adapted to local conditions.
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from
Karen J. Frost
Source: Design Management Institute
39 pages.
Release Date: 1 January 1993. Prod #: 993021-PDF-ENG
Novo Nordisk A / S: Designing for diabetics HBR case solution