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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

Citations

Calkins, Timothy, and Karen White. Eli Lilly: Xigris (B). Case 5-104-047(B) (KEL015).

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