What does it possess that Merck (the previous owner of the Epipen, which sold the product to Mylan in 2007) did not?

Please read this article ( http://www.bloomberg.com/news/articles/2015-09-23/how-marketing-turned-the-epipen-into-a-billion-dollar-business) and watch the accompanying video on the Epipen marketing by Mylan pharmaceuticals. Then comment on the core competence of Mylan. What does it possess that Merck (the previous owner of the Epipen, which sold the product to Mylan in 2007) did not?

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