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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Teaching Note

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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.

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.