As the demand for dietary supplements escalates worldwide—exponentially in some markets, slowly but steadily in others— a company might think that its growth can be achieved through the ‘Field of Dreams’ approach: Put a new supplement out there, and it will sell. That is magical thinking, not reality. Businesses face unpredictable market challenges in this relatively young, fast-paced and highly competitive industry, colored by a disjointed and changing regulatory environment, mass media
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