Key issues related to the product launch and infertility treatments that allow women to conceive without having to go through a nasty hormone stimulation or experience serious side effects. As a result of its product to market, Medi-Cult, a small biotech company, have to deal with regulatory restrictions, larger competitors, as well as the problems of introducing a new product to the local and international market. Issues raised are: If product is rated according to its perceived value? If Medi-Cult conduct penetration or market skimming strategy in pricing a new product? As marginal profits will suffer if the global, regional, and multinational pricing strategy is selected? What are the ethical issues in pricing in the pharmaceutical industry? "Hide
by Brian Rogers, Nirmalya Kumar Source: IMD 13 pages. Publication Date: January 1, 1999. Prod. #: IMD044-PDF-ENG
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