Case Analysis: Raisio Group and the Benecol Launch
Write a brief, 2-3 page paper about Raisio and the Benecol Launch. In this paper, address the following questions concerning Raisio’s strategy in launching the new product, Benecol:
1. What is Raisio’s initial strategy for launching Benecol?
2. What are the risks associated with the partnership with Johnson & Johnson?
3. What strategy do you think they should employ after the dissolution of the J&J partnership (your recommendations)?
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