Zithromax Z-Pak and the “Biaxin BBQ” (B)
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Publication Date:
January 01, 2008
Source:
Kellogg School of Management
Industry:
Pharmaceutical industry
The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizer’s Zithromax stole the share dominance of an established brand, Abbott’s Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.
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Zithromax Z-Pak and the “Biaxin BBQ” (B)
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