INSIGHT-In euro zone crisis, companies plan for the unthinkable

Newswire

By Ben Hirschler and Scott Malone LONDON/BOSTON, Nov 29 (Reuters) - When Novo Nordisk's chief financial officer met marketing colleagues last Friday the conversation moved far beyond the usual discussion of sales and performance. Jesper Brandgaard asked a simple, far-reaching question: how would the firm set prices for two pivotal new insulin products if the euro collapsed? The Danish firm, the world's biggest maker of insulin for the treatment of diabetes, sits outside the euro zone but ...

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