Danish drug giant Novo Nordisk AS is living through a corporate nightmare that any CEO might recognize from business school. After the company concentrated on making essentially one product better and better—and charging more and more—customers have suddenly stopped paying for all that improvement. The established versions are, well, good enough. In Novo Nordisk’s case, that product is insulin, a hormone that is deficient in...

Source: Wall Street Journal August 15, 2017 14:48 UTC