Novo Nordisk (B), The Prandin/NovoNorm Global Product Launch

By Marc Fumagalli, Joel Podolny, John Roberts
1999 | Case No. IB20B

The FDA believed that Prandin was a very innovative drug that would provide the fast-growing number of Americans suffering from type II diabetes with a better and more convenient treatment for their health problems. For this reason the FDA was willing to put Prandin application on the fast track which would allow Novo Nordisk to have the product registered (and thus legal to be sold) in a maximum of 6 months. The decision to schedule the initial worldwide launch of Prandin/NovoNorm in the U.S. in an extremely short time frame was not easy at all.

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