TY  - JOUR
AB  - AstraZeneca is preparing for the launch of Crestor, the company's first entrant in the enormous and fast-growing statin category. The team responsible for the product launch is considering how best to bring Crestor to market. Should AstraZeneca simply follow the example set by Pfizer with the exceptionally successful launch of Lipitor? Or should the company instead launch Crestor as a niche product?To teach new product strategy for both emerging and established categories, and competitive strategy.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000084
UR  - https://doi.org/10.1108/case.kellogg.2016.000084
AU  - Calkins Tim
AU  - Neiman Joshua
PY  - 2017
Y1  - 2017/01/01
TI  - Crestor
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 12
Y2  - 2024/09/23
ER  -