Celebrex Case Solution
Abstract:
The case explains the advancement and United States release of Celebrex, the very first Cox-2 inhibitor, which is co-promoted by Pfizer and Searle. 4 months after launch Celebrex is dealing with 3 problems: (1) How to resolve the mix-ups in between Celebrex and 2 drugs with comparable names?
Pedagogical Goals:
Spotlight the significance of creating the marketplace for a brand-new item classification Establishing a marketing method for a leader that takes 2 kinds of rivals into account: (1) existing items from a various classification; (2) fan items in the very same classification as the leader Handling item security concerns Leader - fan challenging characteristics
This is just an excerpt. This case is about Marketing
published: 01 Nov 2006
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