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Publications
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- Faculty Publications (37)
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- August 2012 (Revised August 2024)
- Case
ABC Pharmaceuticals
By: Regina E. Herzlinger and Erik R. Sparks
This case asks students to price a new drug that is in Stage II of its clinical trials. It contains detailed estimates of the time required and costs for all the steps needed to commercialize a drug in the U.S. Students will learn virtually all the steps required to... View Details
- April 2010
- Case
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several... View Details
- April 2010
- Teaching Note
Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss Drug (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching Note to 4183 View Details
- January 2009
- Teaching Note
Biocon: Launching a New Cancer Drug in India (TN)
By: Sunil Gupta and Das Narayandas
Teaching Note for [508026]. View Details
- March 2008
- Case
Novartis AG: Science-Based Business
By: H. Kent Bowen and Courtney Purrington
Novartis is a science-based drug company, which has important implications for its business strategy. It is one of the largest pharmaceutical companies in the world with over $38B in sales in 2007. Pharmaceuticals account for slightly over $24B of that total. In 2007,... View Details
- August 2007 (Revised November 2008)
- Case
Biocon: Launching a New Cancer Drug in India
By: Sunil Gupta and Das Narayandas
Kiran Majumdar-Shaw, the CEO of Biocon has to make product launch timing, pricing, channel, and communications mix decisions relating to the launch of BioMAb, a new cancer drug in India. View Details
- November 2005 (Revised November 2005)
- Case
Massachusetts General Hospital and the Enbrel Royalty
By: David S. Scharfstein and Darren R. Smart
Massachusetts General Hospital is considering selling its royalty interest in Enbrel, Amgen's blockbuster drug for the treatment of rheumatoid arthritis. In assessing whether to sell, and at what price, the hospital must determine its value to a potential buyer as well... View Details
- February 2005 (Revised April 2006)
- Case
Rx Depot: Importing Drugs from Canada
By: Debora L. Spar
In 2002, a handful of entrepreneurs began to ship drugs from Canada into the United States, taking advantage of regulatory and price differentials across the neighboring countries. Using the Internet and a low-cost network of Canadian pharmacies, firms like Rx Depot... View Details
- June 2003 (Revised May 2006)
- Case
Cipla
By: Rohit Deshpande and Laura Winig
The head of Cipla, a $325-million-dollar Indian pharmaceutical company and seller of low-cost AIDS drugs to South Africa, must decide what to do about Cipla's future. With India poised to enforce international patents in only two years, much of Cipla's product line... View Details
- February 2003 (Revised April 2004)
- Case
Pharmaceutical Industry, The: Challenges in the New Century
By: Stephen P. Bradley and James Weber
Provides a broad overview of the numerous internal and external forces that were driving change in the global pharmaceutical industry in 2003. These forces--including downward price pressures, political and social pressures, increased development costs, new... View Details
- February 2002
- Case
Fighting AIDS and Pricing Drugs
In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant... View Details
- August 2001 (Revised March 2008)
- Case
Helios Health (A)
By: Regina E. Herzlinger and Alfred Martin
Helios PC system provides personalized drug information to the patients in the doctor's waiting room. It has met with considerable consumer acceptance and a very high return for the drug companies that sponsor it. What price should it charge them for the service? View Details
- July 2001 (Revised August 2005)
- Case
Medicines Company, The
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The... View Details
- January 2001 (Revised July 2003)
- Case
Pharmacyclics: Financing Research & Development
By: Malcolm P. Baker, Richard S. Ruback and Aldo Sesia
Pharmacyclics (NASDAQ: PCYC), a pharmaceutical company that manufactures products that will improve existing therapeutic treatments for cancer, arteriosclerosis, and retinal disease, was considering a $60 million private placement in February 2000. The company had more... View Details
- February 2000 (Revised October 2000)
- Case
Kendle International Inc.
By: Dwight B. Crane, Paul W. Marshall and Indra Reinbergs
Candace Kendle and Christopher Bergen, the CEO and COO of Kendle International, Inc., are reviewing ways to finance the growth of their privately-owned company. Kendle is a contract research organization that conducts clinical drug trials for pharmaceutical and... View Details
- March 1993
- Supplement
Burroughs Wellcome and AZT (B)
Describes Burroughs Wellcome's response to protests over the pricing of its AIDS drug AZT in September 1989. Also presents short-term reactions by government officials, AIDS activists, and investors to Burroughs Wellcome's strategy. View Details
- September 1991 (Revised February 1993)
- Case
Burroughs Wellcome and AZT (A)
Burroughs Wellcome Co., developer of AZT, the first drug approved by the U.S. Food and Drug Administration for the treatment of Acquired Immune Deficiency Syndrome (AIDS), finds itself under siege in September 1989 by AIDS activists and various segments of the U.S.... View Details