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Prize winner
Case
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Reference no. 514-096-1
Subject category: Marketing
Published by: IE Business School
Originally published in: 2014
Version: 15 September 2011

Abstract

At the end of 2008, Francisco Ballester Head of Sales and Marketing at Novartis Pharma in Spain was facing an exceptional situation, the launch of 7 different new drugs in the ethic segment (drugs sold under prescription) in a very short period of time: 18 months. In spite of that the situation of the Spanish subsidiary was good, showing very good results in comparison to some other subsidiaries, the company at a global level was under a strict process of reengineering and cost cutting. The written case details the situation and the dilemma that Francisco Ballester was facing at that time but also explains the way the pharmaceutical sector works, its regulations and the way the drugs are marketed in Europe; it analyses the Novartis division in Spain showing the characteristics of the marketing in this sector as well as the sales management of this industry and particularly in Spain.

Time period

The events covered by this case took place in 2008.

Geographical setting

Region:
Europe
Country:
Spain

About

Abstract

At the end of 2008, Francisco Ballester Head of Sales and Marketing at Novartis Pharma in Spain was facing an exceptional situation, the launch of 7 different new drugs in the ethic segment (drugs sold under prescription) in a very short period of time: 18 months. In spite of that the situation of the Spanish subsidiary was good, showing very good results in comparison to some other subsidiaries, the company at a global level was under a strict process of reengineering and cost cutting. The written case details the situation and the dilemma that Francisco Ballester was facing at that time but also explains the way the pharmaceutical sector works, its regulations and the way the drugs are marketed in Europe; it analyses the Novartis division in Spain showing the characteristics of the marketing in this sector as well as the sales management of this industry and particularly in Spain.

Settings

Time period

The events covered by this case took place in 2008.

Geographical setting

Region:
Europe
Country:
Spain

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