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Zithromax Z-Pak and the Biaxin BBQ (A) / Julie Hennessy.
- Format:
- Book
- Author/Creator:
- Hennessy, Julie, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Pfizer Inc.
- Abbott, Thomas J., active 1830-1832.
- Abbott, Thomas J.
- Pharmaceutical industry.
- Competition.
- Antibiotics.
- Branding (Marketing).
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- Summary:
- 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 Pfizers Zithromax stole the share dominance of an established brand, Abbotts 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.
- Notes:
- Originally Published in Hennessy, J. (2008). Zithromax Z-Pak and the Biaxin BBQ (A). 5-108-003(A). Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781473995352
- OCLC:
- 1017725965
- Access Restriction:
- Restricted for use by site license.
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