The Pharma Industry - Case studies in Strategy & Marketing

 Case Studies in Business, Management
Case 01 The betapharm Acquisition: DRL's Inorganic Growth Strategy in Europe

The Pharma Industry - Case studies in Strategy & Marketing
Case 02 Pfizer's Torcetrapib Failure: The Risks of New Drug Development
Case 03 GlaxoSmithKline's Marketing Strategy for Requip: A Case Study in Product Lifecycle Management
Case 04 Pricing Fuzeon: Cost of Innovation?
Case 05 Lipitor: How Far Should Pfizer Push the Pill?
Case 06 Race-Specific Drug 'BiDil': NitroMed's Marketing Challenge

The Pharma Industry - Case studies in Strategy & Marketing
13 Case Studies
387 pages, Paperback
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Case 07 Ranbaxy's Globalization Strategies and its Foray into the US
Case 08 Marketing Viagra in India
Case 09 Viagra in China: Endless IPR Battles
Case 10 Johnson & Johnson's Tylenol Controversies
Case 11 Bausch & Lomb's 'ReNu with MoistureLoc' (A): In the Eye of the Controversy
Case 12 Bausch & Lomb's 'ReNu with MoistureLoc' (B): The Debacle and its Aftermath  
Case 13 The Recall of Vioxx  
   

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