Spanish language
Subject category:
Marketing
Published by:
Kellogg School of Management
Version: 30 August 2016
Length: 15 pages
Data source: Published sources
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Abstract
This is a Spanish version. Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure. Renvela is a slightly different version of Genzyme's highly successful Renagel. Company executives must now decide how best to launch Renvela. Should it replace Renagel? Should it be a premium version of Renagel? Is it worth launching the product at all? The case appears rather simple on the surface, but the questions are challenging to work through.
Location:
Industries:
Subject category:
Strategy and General Management
Published by:
Kellogg School of Management
Length: 6 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
Kellogg School of Management
Version: 1 July 2009
Length: 14 pages
Data source: Published sources
About
Abstract
This is a Spanish version. Pharmaceutical company Genzyme has created a new drug, Renvela, which is a phosphate binder designed to be used primarily by patients with kidney failure. Renvela is a slightly different version of Genzyme's highly successful Renagel. Company executives must now decide how best to launch Renvela. Should it replace Renagel? Should it be a premium version of Renagel? Is it worth launching the product at all? The case appears rather simple on the surface, but the questions are challenging to work through.
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Location:
Industries:
Related
Subject category:
Strategy and General Management
Published by:
Kellogg School of Management
Length: 6 pages
Data source: Published sources
Subject category:
Strategy and General Management
Published by:
Kellogg School of Management
Version: 1 July 2009
Length: 14 pages
Data source: Published sources