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Case ApplicationsManagers unfamiliar with Real Options will probably be asking: "How can Real Options help my company?" The following case applications are indented to give you a flavor of the different applications of Real Options thinking and techniques to the kinds of problems companies encounter. GlaxoSmithKline PLC: Valuation of Pharma R&D / Patent Rights Elli Lilly: Valuing Parallel or Sequential Marketing Expansion Strategy MediGene AG: Full Strategic Real Options Valuation in Pharmaceuticals
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