This case details the history of Zantac, one of Glaxo’s most successful products, from inception to deterioration when faced by the rise of generics. In doing so, the mini-case describes the main players, trends and obstacles dominating the pharmaceutical industry today.
Glaxo and Zantac: The Life, Times, and Near Death of the World’s Best-Selling Drug
by: Robert J. Dolan
Publication Date: January 6, 2010
Length: 8 pages
Product ID#: 1-429-007
Core Disciplines: Marketing/Sales, Strategy & Management
Partner Collection:
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Describe the history of Zantac, one of Glaxo's most successful products, from inception to deterioration,
- Analyze the impact of generic drugs on Zantac.