Biaxin case we are talking about competition in a mature market antibiotics intended for use in the treatment of bacterial infections of the respiratory tract. The case tells the story of how Pfizer's Zithromax stole share dominance established brand, Biaxin Abbott. It comes to understanding the importance of pharmaceutical markets in the consumer (patient) and the (doctor and insurance payer), as well as the effectiveness of pharmacological data. "Hide
by Julie Hennessy Source: Kellogg School Management 12 pages. Publication Date: January 1, 2008. Prod. #: KEL360-PDF-ENG
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