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
Authors: Jacques Lendrevie, Marc Vanhuele, Olivier Kovarski, Pierre Chandon, Sarah Spargo
Source: INSEAD
Subjects: Industry Specific, Marketing / Sales
Industry: Pharmaceutical
Company: GlaxoSmithKline plc
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