Pfizer's Intellectual Property Rights Battles in China for Viagra
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To download Pfizer's Intellectual Property Rights Battles in China for Viagra case study
(Case Code: BENV010) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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BENV010 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges
ThemesBusiness Environment/ Intellectual Property Rights/ Transitory
economies/ International Marketing |
| Case Length |
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22 Pages |
| Period |
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2000-2007 |
| Pub Date |
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2007 |
| Teaching Note |
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Not available |
| Organization |
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Pfizer, Inc. |
| Industry |
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Pharmaceutical |
| Countries
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China |
Abstract:
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This case is about Pfizer Inc.'s numerous intellectual property rights (IPR)
litigations in China related to its blockbuster drug for erectile dysfunction,
Viagra. Despite launching Viagra in the Chinese market as early as 2000, Pfizer,
the world's largest pharmaceutical company, could not make much headway with its
brand 'Wan Ai Ke' in this market. This was despite the fact that China was the
most populous country in the world and that there was a huge market for
aphrodisiacs and traditional medicines that enhanced one's sexual performance.
'Wan Ai Ke' had failed to realize its potential largely due to two factors-
competition from cheaper generic drugs and fakes, and patent litigations from a
group of Chinese generic drugs companies.
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In 2004, the patent for Viagra was revoked in
China which led to an international outcry against the decision.
In 2006, the patent was again restored but the matter was still
sub judice.
The case discusses the growing sophistication of the Chinese
competitors who were taking legal recourse to overturn the
validity of domestically issued patents as part of their
competitive strategy. Though the foreign research based
pharmaceutical companies were not happy with the "lax" IPR
regime, the booming Chinese pharmaceutical market provided
enough incentive for these companies to stay and fight it out in
this emerging market. Experts viewed such litigations as a sign
of increasing appreciation of IPRs in China, and a precursor for
China's transition toward full compliance with the World Trade
Organization agreement.
Issues:
» Understand the issues and challenges faced by companies in emerging market,
especially in markets which are making a transition to a stronger IPR regime in
line with TRIPS
» Understand the business environment in China from the point of view of a
foreign research based pharmaceutical company
Contents:
Keywords:
Pfizer Inc., Viagra, Wan Ai Ke, Wei Ge, Intellectual property
rights, Business environment, China, Patent, Trade Related Intellectual-Property
Rights (TRIPS), Chinese competitors, Competitive strategy, Trademark, World
Trade Organization, Levitra, Cialis, Chinese pharmaceutical market,
Chinese-language equivalent trademarks, Patent enforcement system, International
marketing, Counterfeit, Erectile dysfunction, Sexual Performance Enhancing Drugs
Pfizer Wins Viagra IPR Litigation - China in Transition?
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