This is the beginning of 1998 and Biopure Corporation, a small biopharmaceutical company, not sales revenue in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" is designed to replace the need for donated blood of animals in veterinary market. Virtually identical to the product of the human market, Hemopure, is in the final stages of testing Biopure and is expected to be approved in one to two years. In response to the possible adoption of these two products, there was a long debate in Biopure on how to proceed with Oxyglobin. The chances of those who are responsible Oxyglobin, who want to see an animal product immediately released and the person responsible for Hemopure, who worry that the immediate release of Oxyglobin would create unrealistically low price expectation that they feel should be a very high-margin product rights. Exacerbation of the problem lies in the nature of the biopharmaceutical industry, where the product approval is never certainty yet reached.Biopure Corporation Case Solution
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by John T. Gourville Source: HBS Premier Case Collection 18 pages. Publication Date: May 29, 1998. Prod. #: 598150-PDF-ENG
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