veeva.com 1 The Customer Teva Pharmaceutical Industries Ltd, which is headquartered in Israel and founded in 1901, has a long history of supplying the world with critical therapies. The company is the recognized leader in generic products with a rapidly growing pipeline of branded products from a series of acquisitions over the last 10 years. As one of the top 10 pharmaceutical companies in the world, Teva operates in more than 60 countries around the world. The Challenge In early 2000, Teva began acquiring various companies to expand its business. As the company grew, it needed to harmonize its commercial go-to-market strategy across regions and divisions, share best practices, and capture a comprehensive view of the customer. However, due to the acquisitions, the company was

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