Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.06.2004
Revision date: 12-Jul-2016
Length: 25 pages
Data source: Field research
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Abstract
A medium-sized Swedish pharmaceutical firm is facing the prospects of massive parallel trade, and loss of revenues, when trade in pharmaceutical products is liberalised within the European Economic Commission. Historically, the company has priced its products according to each country''s local situation leading to great dispersion of price levels across the continent. The management is evaluating four options to deal with a potentially costly parallel trade in one of its most successful products.
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.06.2004
Length: 11 pages
Data source: Field research
About
Abstract
A medium-sized Swedish pharmaceutical firm is facing the prospects of massive parallel trade, and loss of revenues, when trade in pharmaceutical products is liberalised within the European Economic Commission. Historically, the company has priced its products according to each country''s local situation leading to great dispersion of price levels across the continent. The management is evaluating four options to deal with a potentially costly parallel trade in one of its most successful products.
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Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 29.06.2004
Length: 11 pages
Data source: Field research