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Abstract
This case introduces students to the strategic and tactical decisions facing the product management team of the drug Delix/Tritace at a period when the drug was approaching patent expiry. It raises aspects of decision making in the context of multiple markets with a background of external environmental pressures - notably political - but also heightened competitive activity from generic drug manufacturers.
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Abstract
This case introduces students to the strategic and tactical decisions facing the product management team of the drug Delix/Tritace at a period when the drug was approaching patent expiry. It raises aspects of decision making in the context of multiple markets with a background of external environmental pressures - notably political - but also heightened competitive activity from generic drug manufacturers.