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This is part of a case series. In July 1996, the French social security governmental agency (CNAM) sent a letter to all doctors urging them to prescribe generic amoxicillin instead of Clamoxyl, SmithKline Beecham's (SB) blockbuster antibiotic. Pierre Chahwakilian, Marketing Director of SB in France must decide how to respond: (1) milk Clamoxyl and divert promotional investments towards Augmentin, a more specialised and still patent-protected antibiotic; (2) strengthen Clamoxyl's brand equity among doctors by increasing the effort of medical reps, by launching new forms, or with new advertising; (3) go against SB's corporate philosophy and reduce the price of Clamoxyl; or (4) change nothing and count on the resistance of French doctors towards generics.