This report discusses the importance of making the right decisions when launching a major new product in any industry with long development lead times. The decisions to be made include which product variants to launch, in which countries, at what time, in which sequence, and at what price. However, due to uncertainty and complexity in the world, these decisions are not easy to make. The report gives an example of a pharmaceutical company that has identified a new molecule that treats multiple diseases, and the various decisions that need to be made for each disease, including the sequence in which the medicine is introduced. The report emphasizes that the wrong decisions can have a significant impact on the company's bottom line and balance sheet, as well as careers.
