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Case
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Reference no. E592-045-1
Spanish language
Subject category: Marketing
Published by: INSEAD
Originally published in: 2017
Version: 05.2017
Length: 44 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is a Spanish version. This is the first of a two-case series. The case describes the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product from the minor leagues to the top rank in the pharmaceutical industry.
Other setting(s):
1989-1992

About

Abstract

This is a Spanish version. This is the first of a two-case series. The case describes the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product from the minor leagues to the top rank in the pharmaceutical industry.

Settings

Other setting(s):
1989-1992

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