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.
Content: Case Study | Authors: Jacques Lendrevie, Marc Vanhuele, Olivier Kovarski, Pierre Chandon, Sarah Spargo | Source: INSEAD | Subjects: Industry Specific, Marketing / Sales | Industry: Pharmaceutical | Company: GlaxoSmithKline plc
He Who Is Always Right: Customer Relationship Management
Not all customers want a relationship. Of those who do, not all want the same depth. And even among those who seek deep, emotional relationships, different customers will respond to varied degrees of their interaction. Some customers might be thrilled if the sales person remembers their name, but others might desire an effusive, personalized relationship with the seller. Can a firm comprehend how its customers … [ Read more ]
Content: Article | Authors: Prashant Malaviya, Sarah Spargo | Source: INSEAD Knowledge | Subjects: Customer Related, Management