Product details

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Compact case
Subject category: Marketing
Published by: INSEAD
Originally published in: 2003
Version: 08.2014
Revision date: 06-Apr-2016
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is part of a case series. The (B) case (Augmentin in 2002) shows that GSK (the company formed by the merger of Glaxo Wellcome and SmithKline Beecham) now faces the same options for Augmentin, another blockbuster antibiotic. Should they use the strategy that was so successful for Clamoxyl or have the market conditions changed so much that a whole different approach should be followed?
Location:
Industry:
Size:
Over 100,000 employees
Other setting(s):
2002

About

Abstract

This is part of a case series. The (B) case (Augmentin in 2002) shows that GSK (the company formed by the merger of Glaxo Wellcome and SmithKline Beecham) now faces the same options for Augmentin, another blockbuster antibiotic. Should they use the strategy that was so successful for Clamoxyl or have the market conditions changed so much that a whole different approach should be followed?

Settings

Location:
Industry:
Size:
Over 100,000 employees
Other setting(s):
2002

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