What is Raisio’s initial strategy for launching Benecol?

Scholarly Activity

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:

What is Raisio’s initial strategy for launching Benecol?

What are the risks associated with the partnership with Johnson & Johnson?

What strategy do you think they should employ after the dissolution of the J&J partnership (your recommendations)?

You are not required to use outside resources for this assignment. If you choose to use any resources besides your text, you will need to include citations and references in APA format, but if you choose to use just what you have learned from your text readings this week in response to the case, you will not need to include those references.

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