One reason why I think CROs are likely to be change-makers for the drug industry is their culture: they are by nature cost-conscious businesses .

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It was a major insult in the rank-conscious Afghan culture.

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It is now entirely possible that there is an over-saturation of brands in that space which says a great deal for a culture that has become enormously brand-conscious over the past 20 years.

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Sutton-Gee is particularly conscious of how perceived risk varies depending on the culture.

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