Pharmaceutical company Genzyme created a new drug, Renvela, which is a phosphate binder intended for use primarily in patients with renal insufficiency. Renvela is a slightly different version of the highly successful Genzyme's Renagel. The company's management must now decide how to start Renvela. Should it replace Renagel? Should it be a premium version of Renagel? Whether or not to launch a product at all? It looks pretty simple on the surface, but the questions difficult to work through. "Hide
by Tim Calkins, Lynn Harris Source: Kellogg School Management 14 pages. Publication Date: July 1, 2009. Prod. #: KEL412-PDF-ENG
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