This case particulars the history of Zantac, one of the most successful products of Glaxo, from inception to deterioration when faced by the rise of generics.
In doing so, the mini-instance describes the main players, obstacles and trends controlling the pharmaceutical business today. This case is contained in Module 1 of the course Business Thought & Action.
PUBLICATION DATE: January 06, 2010 PRODUCT #: W90C07-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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