Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 12 pages
Data source: Published sources
Topics:
Novartis; Sandoz; Generics; Strategy; Branded drugs; Patent; Generics market; Pharmaceutical industry; USA; Germany; Growth; Eon; Hexal; Sabex
Share a link:
https://casecent.re/p/63255
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Abstract
In 2003, to lay more emphasis on its generics business, Novartis rebranded its entire generics product lines under the Sandoz brand, the brand that had merged with Ciba-Geigy to form Novartis in 1996. In February 2005, Novartis acquired Germany-based generic drugs company, Hexal, and its affiliate, Eon Labs, for enhancing its capability to grab a 10% market share in the US$100 billion global generics market by 2010. The case study, while highlighting the growth strategies of Novartis in the generics business, focuses on the twin challenges of low prices and high competition within the global generic drug industry.
About
Abstract
In 2003, to lay more emphasis on its generics business, Novartis rebranded its entire generics product lines under the Sandoz brand, the brand that had merged with Ciba-Geigy to form Novartis in 1996. In February 2005, Novartis acquired Germany-based generic drugs company, Hexal, and its affiliate, Eon Labs, for enhancing its capability to grab a 10% market share in the US$100 billion global generics market by 2010. The case study, while highlighting the growth strategies of Novartis in the generics business, focuses on the twin challenges of low prices and high competition within the global generic drug industry.