Subject category:
Strategy and General Management
Published in:
1995
Length: 26 pages
Data source: Field research
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Abstract
This case describes the successful discovery, development and global marketing of one of the world''s most widely prescribed drugs for the treatment of rheumatic diseases by the Research Department of The Boots Company, for which it was honoured with The Queen''s Award for Technological Achievement. This drug is IBUPROFEN, which is better known in its non-prescription (OTC) formulations as the analgesics NUROFEN in the United Kingdom and ADVIL in the United States. It illustrates many facets of the technological innovation of new products/drugs in the pharmaceutical industry and its effective management in a strategic global context. It may be used with the NMP case (395-127-1) t illustrate underlying similarities and differences between product innovations and internal process innovations. It may also be compared with cases which illustrate corporate failures at technological innovation.
Location:
Industry:
Size:
Large, GBP2 billion plus
Other setting(s):
1950-1984
About
Abstract
This case describes the successful discovery, development and global marketing of one of the world''s most widely prescribed drugs for the treatment of rheumatic diseases by the Research Department of The Boots Company, for which it was honoured with The Queen''s Award for Technological Achievement. This drug is IBUPROFEN, which is better known in its non-prescription (OTC) formulations as the analgesics NUROFEN in the United Kingdom and ADVIL in the United States. It illustrates many facets of the technological innovation of new products/drugs in the pharmaceutical industry and its effective management in a strategic global context. It may be used with the NMP case (395-127-1) t illustrate underlying similarities and differences between product innovations and internal process innovations. It may also be compared with cases which illustrate corporate failures at technological innovation.
Settings
Location:
Industry:
Size:
Large, GBP2 billion plus
Other setting(s):
1950-1984
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