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Glaxo Italia S.P.A.: the Zinnat marketing decision

Author: Bruner, Robert F. ; Davoli, Matteo ; Geneletti, Giuseppe ; Ghiotto, Marco ; Rezende, DiogoINSEAD Area: FinancePublisher: Fontainebleau : INSEAD, 1992. ; Darden, 1992.Language: EnglishDescription: 22 p.Type of document: INSEAD CaseAbstract: In September 1990, the financial controller of the Italian subsidiary of Glaxo must evaluate a financial analysis comparing two marketing strategies for introducing a new antibiotic into the Italian market. The task for the student is to evaluate and correct the discounted cash flow analysis.Pedagogical Objectives: · Illustrate the application of valuation analysis to strategic alliances · Exercise students' valuation skills, particularly in the identification of relevant cash flows, and the estimation of cost of capital · Evaluate critically the use of different measures of investment attractiveness.
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· Illustrate the application of valuation analysis to strategic alliances · Exercise students' valuation skills, particularly in the identification of relevant cash flows, and the estimation of cost of capital · Evaluate critically the use of different measures of investment attractiveness.

In September 1990, the financial controller of the Italian subsidiary of Glaxo must evaluate a financial analysis comparing two marketing strategies for introducing a new antibiotic into the Italian market. The task for the student is to evaluate and correct the discounted cash flow analysis.

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