Subject category:
Marketing
Published by:
INSEAD
Version: 09.2016
Revision date: 20-Sep-2016
Abstract
This is part of a case series. The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product, from the minor leagues to the top ranks in the pharmaceutical industry.
Industry:
Other setting(s):
1989-1992
About
Abstract
This is part of a case series. The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product, from the minor leagues to the top ranks in the pharmaceutical industry.
Settings
Industry:
Other setting(s):
1989-1992