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The key decision facing Krogen is what pricing strategy to employ. Regardless of the pricing strategy chosen, Krogen must decide whether to select a global launch price or to vary the prices across regions and/or countries.
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The ability to achieve and maintain a pregnancy is a desire most couples expect to have in their lifetime. However, infertility affects about 10% percent of the US population. With new advances in reproductive technology, all couples can have the opportunity to conceive and deliver a new life into the world.
In Vitro Fertilization (IVF) treatment involves the use of a fertility drugs to stimulate the ovaries in order to collect mature eggs. In a natural cycle one follicle usually ovulates and releases an egg and the others disappear. The drug protocol can take anything from 2-6 weeks and is typically associated with side effects, such as minor mood changes, headaches and nausea, swelling of the ovaries and death to name few. Multiple eggs increase the potential availability of multiple fertilized eggs and ultimately increase the probability of conception. IVF procedure is costly ($5,000 - $10,000 / per cycle), usually constitutes more than one cycle and typically not covered by insurance.
In Vitro Maturation (IVM) is the collection of eggs from ovaries, which have not been stimulated with any hormone injections, and attempt to mature the eggs in the laboratory. The advantage is minimizing the woman's exposure to hormone treatment. The egg that reaches the appropriate stage of maturation will be fertilized, cultured for a couple of days and then implanted into the mother. By bypassing the hormonal treatment, the cost is significantly less ($3,000 - $6,00 ...