I can imagine it now.Across a boardroom meeting in Bristol-Myers Squibb/Sanofi-Aventis came the question (PJ,29 September,p346):"How can we raise our profitability even more?" A resounding answer came."Why not increase the 28 calendar pack of Plavix to 30,and adjust the price upwards by euro 2.52 and we'll keep the pack looking exacdy the same?"This was greeted by much applause.
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