Marketing Strategies in the Competition Between Branded and Generic Antibiotics (A): Clamoxyl in 1996, (B): Augmentin in 2002

The high cost of pharmaceuticals is a serious concern for government officials trying to reduce health care expenditures. In this new Case Study, Professor Chandon and Research Associate Sarah Spargo, look at the battle between branded and generic prescription drugs, and explain how SmithKline Beecham reacted to a direct attack on one of their ‘jewel’ drugs.