Normal view MARC view

Zantac (A)

Author: Angelmar, Reinhard ; Pinson, ChristianINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1992.Language: EnglishDescription: 35 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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
Tags: No tags from this library for this title. Log in to add tags.
Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC000053
Total holds: 0

Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

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

There are no comments for this item.

Log in to your account to post a comment.
Koha 18.11 - INSEAD Catalogue
Home | Contact Us | What's Koha?