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Case
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Reference no. UVA-M-0685
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2003
Version: Rev 2.05
Length: 17 pages
Data source: Published sources
Share a link: https://casecent.re/p/497
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Abstract

Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.
Teaching note
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Reference no. UVA-M-0685TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2005
Length: 15 pages
Data source: Published sources
View full details

About

Abstract

Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.

Related

Teaching note
-
Reference no. UVA-M-0685TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2005
Length: 15 pages
Data source: Published sources
View full details