The Case Centre’s top 40 bestselling cases

The case
Case: Zantac (A)
Authors: Reinhard Angelmar and Christian Pinson
Institution: INSEAD
Ref: 592-045-1
Date published: 1992
This case tracks the development, worldwide launch, and subsequent marketing of a new pharmaceutical product that propelled Glaxo from relative obscurity to the top rank in the pharmaceutical industry. How did this anti-ulcer medication become not only the leader in its category, but the largest prescription pharmaceutical product overall worldwide? This is the first of a two-case series.
 
The authors

Reinhard Angelmar is Emeritus Professor of Marketing and The Salmon and Rameau Fellow of Healthcare Management, Emeritus, at INSEAD.
e reinhard.angelmar@insead.edu

Christian Pinson is Emeritus Professor of Marketing at INSEAD.
e christian.pinson@insead.edu

 
The teacher

red appleThomas Kinnear is D. Maynard Phelps Professor of Business Administration and Professor of Marketing at the Ross School of Business, University of Michigan, US. For the past 14 years he was Executive Director of the Samuel Zell and Robert H. Lurie Institute for Entrepreneurial Studies. Tom came across this case as a visiting faculty teaching an executive education course at INSEAD.

I use the case on the Strategic Marketing Planning course at the Ross School of Business on full-time, part-time and executive MBA programmes. I’ve probably taught it over 50 times and the case can be used in different ways to explore a number of issues.

Students’ reactions can still surprise me sometimes. I teach the case as written, and then drive students to consider options post the time of the case, right up to 2013. Thus, I can use material with it that I have developed since the case was created.

The case works well because the original dynamics are interesting and challenging, plus the post-case world of acid-reduction is complex and exciting.

 

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