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This c ase w os p repored b y D i.stingrishecl P rc.fbssor o .f' C lttbal R esprsn,sible cuclership

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Henri-Claude de Bettignies at CEIBS and Research Studies Manager Charlotte Butler at the

Euro-Asia C entre-IIr{SEAD.T his c ase w as i nspired b y a p aper w ritten b y C huck J iang a nd

Matthew Xue for a course taught by Professor H.C. de Bettignies. The case wos prepared as the

basisf or c lass d iscussion r ather t han t o i llustrate e ither f fictive o r i nffictive h andling o f a n

adm i nist rative si tus ti on.

Copyright @ 2 009 b y C EIBS ( China E urope I nternational B usinessS chool) a nd I I,{SEAD. Vop art

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of t his p ublication m ay b e r eproduced,s tored i n a r etrieval s ystern,o r t ransmitted i n a ny f orm o r

by a ny m eans-electronic, m echanical, p hotocopying, r ecording o r o therwise-without t he

permission o f C EIBS.

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TheC EIBS ase entre s ponsored M cKinsey C ompany.

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www.ecch.com

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B lueM onday

Blue M onday

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For A nita L | s enior s ales r ep f or t he C hineses ubsidiaryo f P harmacylI nc., a

multinationalp harmaceutical ompany,i t w as t he s tart o f y et a notherb lue M...