This suite of cases begins with an overview of a promising alliance between a multinational Swiss pharmaceuticals firm and a start-up with cutting-edge technology in drug delivery systems. At the end of the case, the alliance has slid into crisis. In the six B caselets, three stakeholder groups from each partner in the alliance prepare to advance their visions of how it should continue - or end.
This suite of cases begins with an overview of a promising alliance between a multinational Swiss pharmaceuticals firm and a start-up with cutting-edge technology in drug delivery systems. At the end of the case, the alliance has slid into crisis. In the six B caselets, three stakeholder groups from each partner in the alliance prepare to advance their visions of how it should continue - or end.
NICE (National Institute for Health and Clinical Excellence) reviews the cost effectiveness of medicines for the treatment of multiple sclerosis (annual cost per patient 10,000-18,000) and does not authorize their use within the UK National Health Service. However, an agreement between the manufacturers and the Department of Health is reached on an innovative risk sharing scheme.
NICE (National Institute for Health and Clinical Excellence) reviews the cost effectiveness of medicines for the treatment of multiple sclerosis (annual cost per patient 10,000-18,000) and does not authorize their use within the UK National Health Service. However, an agreement between the manufacturers and the Department of Health is reached on an innovative risk sharing scheme.
Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay anti-cholesterol drug pick up when the product is marketed at higher doses, especially in the large US market. On course for 1 billion sales, the product is withdrawn worldwide in response to reports of a number of deaths associated with its use.
Initially available only in low doses, sales of the aggressively priced Baycol/Lipobay anti-cholesterol drug pick up when the product is marketed at higher doses, especially in the large US market. On course for 1 billion sales, the product is withdrawn worldwide in response to reports of a number of deaths associated with its use.
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.
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.
This case concerns market share tactics in a maturing market comprising four national brands plus Gervais-Danone. It provides an illustration of problems involved in maintaining market share in a maturing industry, and provides an assessment of marketing mix elements and the use of regression based market models for planning giving an opportunity for industry and competitive analysis.
This case concerns market share tactics in a maturing market comprising four national brands plus Gervais-Danone. It provides an illustration of problems involved in maintaining market share in a maturing industry, and provides an assessment of marketing mix elements and the use of regression based market models for planning giving an opportunity for industry and competitive analysis.
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. Students must decide on whether to introduce the magazine and how.
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. Students must decide on whether to introduce the magazine and how.
Organon France is the first company to implement a physician-focused customer relationship management (CRM) system. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilization of the system by the sales force and marketing.
Organon France is the first company to implement a physician-focused customer relationship management (CRM) system. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilization of the system by the sales force and marketing.
Describes the market share tactics in a maturing market, which comprises four national brands and Gervais-Danone.
Describes the market share tactics in a maturing market, which comprises four national brands and Gervais-Danone.
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.
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.
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.
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.
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.
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.
Pharmaceuticals, New Product Development and Innovation, Marketing Management
