In the month of May 2007, Amgen Inc. (Amgen) established disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, urbanized to fight metastatic colorectal cancer, had been discarded. This was news that is especially surprising given that a similar competition drug had received acceptance several years earlier. Moreover, Vectibix had additionally received Food and Drug Administration approval in 2006.
During additional trials, Amgen has learned that the Vectibix is only successful with the 60% of the people that's a specific gene mark. Given this development, what should Amgen's strategy around Vectibix be both in America and Europe?
PUBLICATION DATE: November 06, 2009 PRODUCT #: 810066-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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