This case presents sophisticated managerial challenges that stem from the institutional context in emerging markets, especially in relation to intellectual property regime and its own impact on company strategy. The case centres around a multinational pharmaceutical company, Novartis International AG (Novartis) that is waiting on an important court decision regarding patent policy as it pertains to one of the company's products. The case requires pupils through the company's journey in advertising a promising anti-cancer drug that had global sales of US$3.9 billion in 2009.
Novartis in India Innovation versus Affordability Case Study Solution
Novartis' worldwide success with this drug is being challenged by the changing institutional environment surrounding innovation and pharmaceutical patents. With essential national players staking their claim to the big pool of patients who could take advantage of the drug, the case targets a contentious patents law. Given the uncertainty of the court's final decision on those matters, pupils are requested to develop an action sketch for the potential of the firm. Mridula Anand and authors Anand Nandkumar are affiliated with Indian School of Business.
PUBLICATION DATE: January 17, 2013 PRODUCT #: W12445-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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