AstraZeneca, Prilosec, and Nexium: Marketing Challenges in the Launch of a Second-Generation Drug

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

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.2016.000027

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Kellogg School of Management

Copyright © 2006, The Kellogg School of Management at Northwestern University

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