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Business School Barcelona - MARKETING MISCBayerMonsanto
- Exam (elaborations) • 4 pages • 2022
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- $5.49
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1. Why did Bayer diversify into the highly competitive agrochemical industry 
when its pharmaceutical market was still growing? 
The pharmaceutical sector is a highly competitive one. There was revenue 
growth, but the costs of putting a new drug to market (from R&D to marketing) were 
expected to grow up to 145 percent in 2021. Considering that from discovering a 
molecule until drug marketing, it can take over 12 years and only 10 percent of the 
molecules reach the market, the cost of R&D is ...
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