*Using concepts, theories, and terms from the corresponding Chapter discuss the following:
1. The company background, the current situation and any competitive issues;
2. The potential choices and opportunities going forward.
3. Question: What would happen to the JV, how would it change things, if Eli Lilly had decided to stay in “generics”?
Your paper should include a brief executive summary, 900-1200 (3-4 pages), and a recommended course of action.
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