{"id":14360,"date":"2019-06-05T23:58:14","date_gmt":"2019-06-06T03:58:14","guid":{"rendered":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/"},"modified":"2026-08-03T11:47:47","modified_gmt":"2026-08-03T15:47:47","slug":"market-development-project-2","status":"publish","type":"sponsored-project","link":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/","title":{"rendered":"Market Development Project"},"content":{"rendered":"\n

Project: Novo Nordisk was attempting to bring diabetes care to the working poor who had little access to healthcare. The company was testing \u2014 in isolation in different countries (Nigeria, Kenya and India) \u2014 different components of business models in different environments (slum, urban, rural, and semi-rural). Novo Nordisk was exploring the new models, addressing challenges such as access to care, price mark-ups, lack of trained physicians, and awareness and availability of insulin. The SGE Immersion team focused on the Nigeria pilot where the company was experimenting with one-stop-shop diabetes care clinics in public hospitals. The team analyzed and offered recommendations for scaling the program in light of sustainability and risk diagnosis concerns.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_links_to":"","_links_to_target":""},"sponsor_industry":[875],"sponsor_region":[882],"class_list":["post-14360","sponsored-project","type-sponsored-project","status-publish","hentry","sponsor_industry-healthcare","sponsor_region-africa"],"acf":[],"yoast_head":"\nMarket Development Project - Centers & Institutes<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Market Development Project\" \/>\n<meta property=\"og:description\" content=\"Project: Novo Nordisk was attempting to bring diabetes care to the working poor who had little access to healthcare. The company was testing \u2014 in isolation in different countries (Nigeria,…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Centers & Institutes\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-03T15:47:47+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/market-development-project-2\\\/\",\"url\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/market-development-project-2\\\/\",\"name\":\"Market Development Project - Centers & Institutes\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/#website\"},\"datePublished\":\"2019-06-06T03:58:14+00:00\",\"dateModified\":\"2026-08-03T15:47:47+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/market-development-project-2\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/market-development-project-2\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/sponsored-project\\\/market-development-project-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Market Development Project\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/#website\",\"url\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/\",\"name\":\"Centers & Institutes at Cornell Business\",\"description\":\"Cornell SC Johnson College of Business\",\"alternateName\":\"C&I\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/business.cornell.edu\\\/centers\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Market Development Project - Centers & Institutes","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/","og_locale":"en_US","og_type":"article","og_title":"Market Development Project","og_description":"Project: Novo Nordisk was attempting to bring diabetes care to the working poor who had little access to healthcare. The company was testing \u2014 in isolation in different countries (Nigeria,…","og_url":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/","og_site_name":"Centers & Institutes","article_modified_time":"2026-08-03T15:47:47+00:00","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/","url":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/","name":"Market Development Project - Centers & Institutes","isPartOf":{"@id":"https:\/\/business.cornell.edu\/centers\/#website"},"datePublished":"2019-06-06T03:58:14+00:00","dateModified":"2026-08-03T15:47:47+00:00","breadcrumb":{"@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/business.cornell.edu\/centers\/sponsored-project\/market-development-project-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/business.cornell.edu\/centers\/"},{"@type":"ListItem","position":2,"name":"Market Development Project"}]},{"@type":"WebSite","@id":"https:\/\/business.cornell.edu\/centers\/#website","url":"https:\/\/business.cornell.edu\/centers\/","name":"Centers & Institutes at Cornell Business","description":"Cornell SC Johnson College of Business","alternateName":"C&I","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/business.cornell.edu\/centers\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project"}],"about":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/types\/sponsored-project"}],"version-history":[{"count":1,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14360\/revisions"}],"predecessor-version":[{"id":14600,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsored-project\/14360\/revisions\/14600"}],"wp:attachment":[{"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/media?parent=14360"}],"wp:term":[{"taxonomy":"sponsor_industry","embeddable":true,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsor_industry?post=14360"},{"taxonomy":"sponsor_region","embeddable":true,"href":"https:\/\/business.cornell.edu\/centers\/wp-json\/wp\/v2\/sponsor_region?post=14360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}