Hemopure is a human blood substitute that still has not received Food and Drug Administration approval in

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Hemopure is a human blood substitute that still has not received Food and Drug Administration approval in the United States, but it has been used to treat surgical anemia in South Africa since 2001. The company has received FDA approval for a similar product, Oxyglobin, in the veterinary market.

Visit opkbiotech.com to learn about Hemopure and explain how the product characteristics of relative advantage, compatibility, complexity, divisibility, and communicability will infl uence the rate of adoption of this product once FDA approval is attained. (AACSB: Communication; Refl ective Thinking) LO.1

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Marketing An Introduction

ISBN: 9780132744034

11th Edition

Authors: Gary Armstrong, Philip Kotler

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