Baycol/Lipobay: A Prescription for Trial Case Solution
Abstract:
Offered just in low dosages, sales of the strongly priced Baycol/Lipobay anti-cholesterol drug choose up when the item is marketed at greater dosages, particularly in the big United States market. On course for $ 1 billion sales, the item is withdrawn worldwide in action to files of a variety of deaths related to its usage. The withdrawal leads to public objection of the pharmaceutical market and Bayer, numerous suits versus Bayer, and a decrease in the sales and success of its pharmaceutical department.
Pedagogical Goals:
The case can be utilized to go over: -the function of item security for market and business track record, and the monetary and legal repercussions of item obligation concerns -danger management: handling and recognizing item security connected threats - the tradeoffs in between item and monetary efficiency and security threats
This is just an excerpt. This case is about Marketing
published: 01 Jul 2006
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