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Eli Lilly: Xigris (B)
Abstract
This case examines the launch of Xigris, a breakthrough new pharmaceutical product for the treatment of sepsis. In the (A) case, the newly appointed head of marketing for Xigris is reviewing the launch plan. In the (B) case, Eli Lilly receives FDA approval and proceeds to market.
Type
Case
Author(s)
Timothy Calkins, Karen White
Date Published
01/01/2004
Citations
Calkins, Timothy, and Karen White. Eli Lilly: Xigris (B). Case 5-104-047(B) (KEL015).
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