TY  - JOUR
AB  - The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizer's Zithromax stole the share dominance of an established brand, Abbott's Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.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.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000424
UR  - https://doi.org/10.1108/case.kellogg.2016.000424
AU  - Hennessy Julie
PY  - 2017
Y1  - 2017/01/01
TI  - Zithromax Z-Pak and the “Biaxin BBQ” (B)
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 4
Y2  - 2024/09/20
ER  -