The Biaxin case deals with competition in the mature market for antibiotics designed for use in the treatment of bacterial respiratory infections. The case tells the story of how Pfizer’s Zithromax stole the share dominance of an established brand, Abbott’s Biaxin. The case deals with the importance in pharma markets of consumer (patient) and channel (physician and insurance payer) insight as well as pharmacological efficacy data.
Zithromax Z-Pak and the “Biaxin BBQ” (A)
- Publisher:Kellogg School of Management
- Publication year:2008
- Online pub date:
- Discipline: Marketing Channels, Competitive Strategy, Strategic Implementation
- Length:6,036 words
Region:Northern AmericaCountry:United States of AmericaIndustry:Human health activitiesOrganization:Abbott LaboratoriesOrganization Size:Originally Published In:2008). Zithromax Z-Pak and the “Biaxin BBQ” (A). 5-108-003(A). Evanston, IL: Kellogg School of Management, Northwestern University.(Type:Online ISBN:9781473995352Copyright: © 2008 Kellogg School of Management, Northwestern University