Glaxo Italia, S.p.A.: The Zinnat Marketing Decision

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

In September 1990, the financial controller of this Italian subsidiary of a large pharmaceutical company must analyze the implications of two different strategies for introducing a new product into the Italian market: co-marketing distribution, in which Glaxo would permit another company to market the same product but under a different brand name; and direct sales, under which Glaxo's own sales force would be the sole channel of distribution. The tasks for the student are to scrutinize and correct financial forecasts contained in the case and then value the alternative cash flow streams. The purpose of the case is to exercise students' forecasting and valuation skills and to illustrate the application of discounted cash flow analysis to the choice of marketing policies.

Keywords

Citation

Bruner, R. (2017), "Glaxo Italia, S.p.A.: The Zinnat Marketing Decision", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000135

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Publisher

:

University of Virginia Darden School Foundation

Copyright © 1992 by the University of Virginia Darden School Foundation, Charlottesville, VA and INSEAD, Fontainebleau, France. All rights reserved.

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