Strategies To Succeed in a Crowded Market: Lessons from Pfizer and the Pandemic

When COVID-19 vaccines were in development in late 2020, Johnson & Johnson had the biggest advantage with U.S. consumers. After decades of successful branding of its baby products, the company had established a halo of trust with people across the country. Since the vaccines became available, J&J has also outspent its rivals, Pfizer and Moderna, …

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