商品情報にスキップ
1 2

AstraZeneca, Prilosec, and Nexium: Strategic Challenges in the Launch of a Second-Generation Drug

通常価格 ¥1,276 JPY
通常価格 セール価格 ¥1,276 JPY
セール 売り切れ
税込み。
書籍サイズ
ページ数

Tom McKillop, CEO of AstraZeneca, faced the classic quandary of large pharmaceutical firms. Within the year, the firm's patent for Prilosec (active ingredient omeprazole) was expiring. Prilosec was a US$6.2 billion/year blockbuster that revolutionized the treatment of chronic gastro-esophageal reflux disorders (GERD). Severe cost-based competition from generic drug manufacturers was, however, inevitable. Patent expirations were nothing new for the US$15.8 billion in revenues drug firm. AstraZeneca had Nexium, an improvement on the original Prilosec molecule, in the pipeline. Ideally, it would like to move brand-loyal Prilosec customers to Nexium. Additionally, the company had the opportunity to introduce its own version of generic omeprazole, hence becoming the first mover in the generic segment, and/or introduce an over-the-counter (OTC) version of omeprazole. Tactically, AstraZeneca would like to use regulatory incentives and intellectual property rights to strengthen its competitive position. How could the company use its entire portfolio of intellectual properties--including patents and trademarks--to actively manage the priced-based competition and achieve a revenue growth strategy in the GERD market?

【書誌情報】

ページ数:20ページ

サイズ:A4

商品番号:HBSP-KEL334

発行日:2006/1/1

登録日:2008/10/3

1 3