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How Eurofarma Cracked Brazil

This article was originally published in Scrip

Executive Summary

Firms that want to succeed in Brazil could learn a few things from Eurofarma, the country's fourth biggest company. A very big and highly prized sales force, large reinvestments and a broad portfolio are some of the reasons behind the home grown firm's success, explained Martha Novelli Penna, vice-president of strategy and innovation, and Maria del Pilar, director of sustainability and new business. And now with Brazil sewn up, the company is focusing on conquering the rest of Latin America.



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