The central objective of the case is to teach students how marketing variables can be used by first movers with diverse product portfolios to fend off severe price competition. These variables include pricing, promotion, product, and place (distribution) options as considered in the context of branded, generic, and OTC pharmaceutical market segments.
Conley, J., Wolcott, R. and Wong, E. (2017), "AstraZeneca, Prilosec, and Nexium: Marketing Challenges in the Launch of a Second-Generation Drug", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000027Download as .RIS
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