The Biaxin case deals with competition in the mature market for antibiotics used to treat bacterial respiratory infections. The case tells the story of how Zithromax stole the securities domain of an established brand, Abbotts Biaxin, from Pfizer. The case examines the importance of the consumer (patient) and the distribution channel (doctor and insurance payer), as well as data on drug efficacy in pharmaceutical markets.
Kellogg School of Management (KEL361-PDF-ENG)
January 01, 2008
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