Corporate Meetings & Incentives: Congratulations on this huge accomplishment! Let’s start with what made you decide to do the SMMC. Lasse Haugaard: The U.S. is more than five years ahead of Europe when it comes to meetings management, and it was hard to find peers who were at the same level. In fact, I think Novo Nordisk is one of the only companies in Denmark dedicating resources to SMM. There is still little understanding of the benefits of actually putting resources ...

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