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Novo Nordisk accuses rival companies of foul play

Competition on the market for insulin is tightening for new as well as old products. Novo Nordisk is locked in an intense price war on new markets and experiences incidents of foul play from other actors.

Foto: Novo Nordisk / PR

It is a battle to the death to win and maintain market shares on the valuable diabetes market. And during the course of that battle competitors are met with unfair methods and persistent price war, according to Danish newspaper Berlingske.

Novo Nordisk is gaining on its rivals by one percentage point from 23 % in 2010 to 24 % in 2011, but on the insulin market the pharmaceutical company’s market share dropped by one per cent from 51 to 50 measured in volume. The main reason for this drop was the American competitor Eli Lilly and the company’s price strategy for older human insulin products.

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