Reuters: Insight: In euro zone crisis, companies plan for the unthinkable
Insight: In euro zone crisis, companies plan for the unthinkable By Ben Hirschler and Scott Malone LONDON/BOSTON | Tue Nov 29, 2011 5:30pm EST (Reuters) - When Novo Nordisk's chief financial officer met marketing colleagues last Friday the conversation moved far beyond the usual discussion of sales and performance. Jesper Brandgaard asked a simple, far-reaching question: how would the firm set prices for two pivotal new insulin products if the euro collapsed?