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Research Details

MedImmune: FluMist Introduction

Abstract

This case examines the launch of FluMist, the first significant innovation in influenza vaccines in over fifty years. The head of sales and marketing for MedImmune is working through the launch plan for FluMist. In particular, he is struggling with the question of how best to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing.

Type

Case

Author(s)

Timothy Calkins, Rajnish Changrani

Date Published

01/01/2004

Citations

Calkins, Timothy, and Rajnish Changrani. MedImmune: FluMist Introduction. Case 5-104-046 (KEL012).

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