A pharmaceutical vice president has decided to gradually withdraw marketing and promotional support from a particular drug. She has instructed her sales force to no longer spend any time with physicians discussing this particular script, nor will any promotional support be provided. The number of generics competing against this formulary has increased, and the margins have declined precipitously. This is an example of:

Question

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Harvesting is a strategy where a company reduces or eliminates investment in a product to maximize short-term profits, often due to declining margins and increased competition, as described in the scenario.

A Pharmaceutical Vice President Has Decided to Gradually Withdraw Marketing