Publications

September 2012 (Revised November 2014)
Case

Cialis Lifecycle Management: Lilly's BPH Dilemma

By: Elie Ofek and Natalie Kindred

How should Eli Lilly further develop and market a new indication of its highly successful erectile-dysfunction (ED) drug, Cialis, without confusing Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new... View Details

Keywords: Product Positioning; Attitudes; Brands and Branding; Pharmaceutical Industry; United States

November 2006 (Revised July 2008)
Case

Eli Lilly: Developing Cymbalta

By: Elie Ofek and Ron Laufer

Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta... View Details

Keywords: Decision Choices and Conditions; Marketing Strategy; Product Launch; Product Development; Research and Development; Pharmaceutical Industry

November 2006 (Revised May 2007)
Supplement

Corporate Venture Capital at Eli Lilly

By: Richard G. Hamermesh

Keywords: Management; Business Ventures; Pharmaceutical Industry

September 2006
Teaching Note

Corporate Venture Capital at Eli Lilly (TN)

By: Richard G. Hamermesh and Erin Seefeld

Keywords: Venture Capital; Pharmaceutical Industry

February 2006 (Revised July 2007)
Case

Corporate Venture Capital at Eli Lilly

By: Richard G. Hamermesh, Ron Laufer and David Lane

Reviews the role of corporate venture capital and its history at Eli Lilly. Also presents a challenging venture investment opportunity. View Details

Keywords: Venture Capital; Investment; Pharmaceutical Industry

October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

By: Elie Ofek

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

1996
Chapter

Eli Lilly and Company: Drug Development Strategy

By: S. Thomke, A. Nimgade and P. Pospisil

Keywords: Product Development; Corporate Strategy; Pharmaceutical Industry

June 1999 (Revised October 1999)
Case

Eli Lilly, 1998 (B): Emerging Global Organization

By: Michael Y. Yoshino and Thomas W. Malnight

Examines major issues faced by Eli Lilly as it evaluates the appropriateness of a focused matrix organization with extensive use of cross-functional teams. View Details

Keywords: Business Model; Geography; Globalized Firms and Management; Growth and Development; Knowledge; Management Teams; Product; Organizations; Pharmaceutical Industry

March 1999 (Revised June 2000)
Case

Eli Lilly: The Evista Project

By: Steven C. Wheelwright and Matt Verlinden

Describes the creation and operation of the initial two heavyweight teams for new drug development and launch. The primary focus is on one of the teams, Evista, although comparisons to the other team, Zyprexa, are included. Lilly must decide the next phase (postlaunch)... View Details

Keywords: Projects; Groups and Teams; Operations; Management Teams; Product Development; Transition; Product Design; Business Startups; Business Plan; Product Launch; Competition; Service Operations; Pharmaceutical Industry

February 1998 (Revised March 2003)
Teaching Note

Eli Lilly and Company: Drug Development Strategy (A) and (B) TN

By: Stefan H. Thomke and Ashok Nimgade

Teaching Note for (9-698-010) and (9-698-026). View Details

December 1997 (Revised September 2002)
Supplement

Eli Lilly and Company: Drug Development Strategy (B)

By: Stefan H. Thomke and Ashok Nimgade

Supplements the (A) case. View Details

October 1997 (Revised September 2003)
Case

Eli Lilly and Company: Drug Development Strategy (A)

By: Stefan H. Thomke, Ashok Nimgade and Paul Pospisil

Describes how Eli Lilly and Co. tries to accelerate its new drug development process with the aid of "combinatorial chemistry"--a rapidly emerging and revolutionary approach to preclinical drug discovery. The product manager of a potential blockbuster migraine drug... View Details

Keywords: Chemicals; Finance; Innovation and Invention; Time Management; Markets; Product Development; Organizations; Business Processes; Problems and Challenges; Business and Stakeholder Relations; Competition; Pharmaceutical Industry

August 1995
Teaching Note

Eli Lilly and Company: The Flexible Facility Decision (1993) TN

By: Gary P. Pisano

Teaching Note for (9-694-074). View Details

Keywords: Pharmaceutical Industry

March 1994 (Revised April 1994)
Case

Eli Lilly and Co.: The Flexible Facility Decision--1993

By: Gary P. Pisano

In 1993, Eli Lilly is preparing to build manufacturing capacity for three new pharmaceutical products that it expects to launch in 1996. Management wrestles with a decision of whether to add specialized manufacturing capacity or flexible capacity. This question touches... View Details

Keywords: Debates; Cost vs Benefits; Decisions; Investment; Goals and Objectives; Product Launch; Production; Corporate Strategy; Pharmaceutical Industry

May 1992 (Revised November 1994)
Teaching Note

Eli Lilly and Co.: Manufacturing Process Technology Strategy--1991, Teaching Note

By: Gary P. Pisano

Teaching Note for (9-692-056). View Details

Keywords: Manufacturing Industry