Books and journals Case studies Expert Briefings Open Access
Advanced search

The Case of Synthroid (A): Marketing a Drug Coming Off Patent

Alice M. Tybout
Julie Hennessy
Natalie Fahey
Charlotte Snyder

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

  • Case
  • Teaching notes

Abstract

After analyzing the case students should be able to:

  • Describe strategies that branded competitors can use to defend their business from lower-priced competition

  • Understand the basics of pharmaceutical marketing and pricing, including the global challenge of defending branded drugs against generic equivalents

  • Discuss ethical issues in the marketing of high-margin branded products that have lower-priced alternatives, especially in the healthcare industry

Keywords

  • Branding
  • Ethics
  • International Marketing
  • Health Care
  • Marketing
  • Marketing Strategy
  • Pricing Strategy
  • Strategic Positioning

Citation

Tybout, A.M., Hennessy, J., Fahey, N. and Snyder, C. (2017), "The Case of Synthroid (A): Marketing a Drug Coming Off Patent", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000343

Download as .RIS

Publisher

:

Kellogg School of Management

Copyright © 2013, The Kellogg School of Management at Northwestern University

Teaching notes

You do not currently have access to these teaching notes. Teaching notes are available for teaching faculty at subscribing institutions. Teaching notes accompany case studies with suggested learning objectives, classroom methods and potential assignment questions. They support dynamic classroom discussion to help develop student's analytical skills.

Please note you do not have access to teaching notes

You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
Login
If you think you should have access to this content, click the button to contact our support team.
Contact us
Emerald Publishing
  • Opens in new window
  • Opens in new window
  • Opens in new window
  • Opens in new window
© 2021 Emerald Publishing Limited

Services

  • Authors Opens in new window
  • Editors Opens in new window
  • Librarians Opens in new window
  • Researchers Opens in new window
  • Reviewers Opens in new window

About

  • About Emerald Opens in new window
  • Working for Emerald Opens in new window
  • Contact us Opens in new window
  • Publication sitemap

Policies and information

  • Privacy notice
  • Site policies
  • Modern Slavery Act Opens in new window
  • Chair of Trustees governance statement Opens in new window
  • COVID-19 policy Opens in new window
Manage cookies

We’re listening — tell us what you think

  • Something didn’t work…

    Report bugs here

  • All feedback is valuable

    Please share your general feedback

  • Member of Emerald Engage?

    You can join in the discussion by joining the community or logging in here.
    You can also find out more about Emerald Engage.

Join us on our journey

  • Platform update page

    Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

  • Questions & More Information

    Answers to the most commonly asked questions here