Zantac (A&B)
The anti-ulcer market is one of the largest categories of prescription drugs in the pharmaceutical industry. Its history dates to 1976, when a US based pharmaceutical company SmithKline launched Tagamet. This Nobel prize-winning breakthrough drug quickly rose to become the largest-selling pharmaceutical product. As the incumbent, Tagamet seemed unshakeable, but with the introduction of its ‘me-too’ product Zantac, UK-based Glaxo managed to … [ Read more ]
Content: Case Study | Authors: Christian Pinson, Reinhard Angelmar | Source: INSEAD | Subjects: Industry Specific, Marketing / Sales | Industry: Pharmaceutical | Company: GlaxoSmithKline plc