MedImmune: FluMist Introduction

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Examines the launch of FluMist, the first significant innovation in influenza vaccines in over 50 years. The head of sales and marketing for MedImmune is working through the launch plan for FluMist. In particular, he is struggling with the question of how best to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing.

Keywords

Citation

Calkins, T. and Changrani, R. (2017), "MedImmune: FluMist Introduction", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000200

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Kellogg School of Management

Copyright © 2004, The Kellogg School of Management at Northwestern University

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