Zithromax Z-Pak and the “Biaxin BBQ” (A)

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


The case teaches the importance of understanding consumer and channel needs, as well as technology, in product development. It also facilitates discussion of corporate strengths and blind spots.



Hennessy, J. (2017), "Zithromax Z-Pak and the “Biaxin BBQ” (A)", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000423

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