N. Craig Smith, John A. Quelch
Harvard Business School (589108-PDF-ENG)
July 28, 1989
It examines Pharma International’s decision on whether to launch an anti-malaria product in Nigeria and, if so, how to do it. Includes business, ethical, and political considerations. The case is rich in evaluation data and relates to criticisms of pharmaceutical marketing practices in the developing world and CIBAGEIGY’s Servipharm initiative in response to this problem.
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