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Zantac (A)

Author: Angelmar, Reinhard ; Pinson, ChristianINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1992.Language: EnglishDescription: 35 p.Type of document: INSEAD CaseAbstract: Case (A) describes the developments, world-wide launch and subsequent marketing of a new pharmaceutical product which not only became its category leader, but also the largest prescription product overall. Its success put Glaxo among the world's leading pharmaceutical companies. Case (B) describes how Glaxo, between 1989 and 1991, went about further expanding the sales of Zantac while, at the same time, protecting its share against a new competing product with the potential to make strong inroads into its marketPedagogical Objectives: Pedagogical objectives not available
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Pedagogical objectives not available

Case (A) describes the developments, world-wide launch and subsequent marketing of a new pharmaceutical product which not only became its category leader, but also the largest prescription product overall. Its success put Glaxo among the world's leading pharmaceutical companies. Case (B) describes how Glaxo, between 1989 and 1991, went about further expanding the sales of Zantac while, at the same time, protecting its share against a new competing product with the potential to make strong inroads into its market

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