Reinhard Angelmar

Emeritus Professor of Marketing
Email reinhard.angelmar@insead.edu
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.

Published 26 Mar 2018

Reference 6388

Topic Responsibility

Region Asia

View case
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide.

Published 19 May 2017

Reference 236

Topic Marketing

Region Europe

View case
The French subsidiary of the German publishing company Gruner & Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development.

Published 14 Oct 2016

Reference 4310

Topic Marketing

Region Europe

View case
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Published 14 Oct 2016

Reference 2132

Topic Marketing

Region Europe

View case
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Published 14 Oct 2016

Reference 2132

Topic Marketing

Region Europe

View case
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Published 14 Oct 2016

Reference 2132

Topic Marketing

Region Europe

View case
Merck & Co is preparing the launch of Gardasil, the first human papillomavirus (HPV) vaccine. Because knowledge of HPV is poor among potential vaccinees and other stakeholders (parents, physicians, third-party payers), and there is no habit of vaccinating adolescents, Merck needs to develop pre-launch programmes.

Published 26 Jan 2015

Reference 5795

Topic Marketing

Industry Pharmaceuticals

Region North America

View case
Lucentis, a forthcoming breakthrough drug against wet age-related macular degeneration (AMD), will be marketed by Genentech in the U.S. and Novartis in other countries.

Published 27 Jan 2014

Reference 5718

Topic Marketing

Industry Pharmaceuticals Medical Devices

Region Global

View case
Rencell is a targeted therapy against metastatic renal cell cancer, which significantly prolongs disease-free survival. However, Rencell's international wholesale price of $1,000 for one month of treatment makes the drug unaffordable for many patients in China.

Published 24 Jun 2013

Reference 5806

Topic Marketing

Industry Pharmaceuticals

Region Asia

View case
Amgen Europe has launched Aranesp, a second-generation EPO product in a market dominated by Johnson & Johnson's pioneering Eprex (US name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are below target.

Published 04 Jan 2007

Reference 5410

Topic Marketing

Industry Pharmaceuticals

Region Europe

View case
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.

Published 26 Mar 2018

Reference 6388

Topic Responsibility

Region Asia

View case
Pharmaceuticals