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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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