The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product, from the minor leagues to the top ranks in the pharmaceutical industry.

【書誌情報】

ページ数：43ページ

サイズ：A4

商品番号：HBSP-IN1271

発行日：1992/1/9

登録日：2016/10/7