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Case study
Publication date: 20 January 2017
Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and…
Abstract
Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra.
Details
Darden Business Publishing Cases, vol. no.
Type: Case Study
ISSN: 2474-7890
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