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Case
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Reference no. 9B19MC076
Simplified Chinese language
Published by: Ivey Publishing
Originally published in: 2019
Version: 2019-07-31
Revision date: 16-Jan-2020

Abstract

This is a Simplified Chinese version. In 2018, President of the United States, Donald Trump, criticized the company Pfizer Inc (Pfizer) for increasing drug prices-which had been a strategic move by Pfizer in response to industry-wide challenges. This announcement highlighted the complex dynamics of the pharmaceutical industry and the big challenges that innovative research and development (R&D)-intensive pharmaceutical companies faced. The entire pharmaceutical industry was being challenged by issues such as decreasing global average returns on investment and increased R&D costs. In addition, the company faced increased competition from companies from other industries and from emerging-market companies. Pfizer's chief executive officer needed to determine whether or not these changes marked a turning point for the whole industry.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Location:
Size:
Large
Other setting(s):
2018

About

Abstract

This is a Simplified Chinese version. In 2018, President of the United States, Donald Trump, criticized the company Pfizer Inc (Pfizer) for increasing drug prices-which had been a strategic move by Pfizer in response to industry-wide challenges. This announcement highlighted the complex dynamics of the pharmaceutical industry and the big challenges that innovative research and development (R&D)-intensive pharmaceutical companies faced. The entire pharmaceutical industry was being challenged by issues such as decreasing global average returns on investment and increased R&D costs. In addition, the company faced increased competition from companies from other industries and from emerging-market companies. Pfizer's chief executive officer needed to determine whether or not these changes marked a turning point for the whole industry.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Location:
Size:
Large
Other setting(s):
2018

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