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Mr Jacobs collaborated with trendy artists like Stephen Sprouse, Julie Verhoeven and Takashi Murakami to spruce up the company's traditional pattern and logo.
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"It's hard to tell in advance what effect a principle will have, " says the FASB's scholarly vice chairman, Robert Sprouse, a former Stanford University professor.
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"Literally every pharma company out there has some idea about how to get early onset, " says Pfizer neuropharmacologist Jeffrey Sprouse, team leader for the fast-acting antidepressant program.
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