John A. Quelch, Margaret Rodriguez
Harvard Business School (514107-PDF-ENG)
May 02, 2014
In February 2014, Michael Schrader, CEO of Vaxess Technologies, Inc., evaluated the health care startup’s marketing plan for 2014. On December 31, 2013, Vaxess obtained an exclusive license to a number of patents for a silk protein technology that: when added to vaccines, reduces or eliminates the need for refrigeration between manufacturing and delivery to the end patient. Schrader and his colleagues had to decide which vaccines to focus on and whether to buy and how to buy the pharmaceutical companies that made the vaccines or the government organizations (like UNICEF and PAHO) and nongovernmental organizations (like GAVI) that bought large quantities of vaccines, should target developing countries.
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