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Sun foreshadows new strategy in co-marketing deal with Merck for sitagliptin

This article was originally published in Scrip

Executive Summary

Merck & Co and Sun Pharmaceutical Industries continue to explore different models to expand their businesses, this time a co-marketing initiative concerning Merck's DPP-4 inhibitor antidiabetic Januvia (sitagliptin) in India. It is Sun's first co-marketing deal for an innovator product and perhaps indicative of a changing strategy within the Indian firm, that has generally been known for marketing its own products.

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