Case Detail

Case Summary

Crestor

Case Number: 5-306-506, Year Published: 2006

HBS Number: KEL245

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Authors: Timothy Calkins; Joshua Neiman

Key Concepts

New Product Strategy, Competitive Strategy, Bio-Medical Marketing

Abstract

AstraZeneca is preparing for the launch of Crestor, the company’s first entrant in the enormous and fast growing statin category. The team responsible for the product launch is considering how best to bring Crestor to market. Should AstraZeneca simply follow the example set by Pfizer with the exceptionally successful launch of Lipitor? Or should the company instead launch Crestor as a niche product? The primary focus of the case is new product strategy. The case is unique because it can be used to teach new product strategy for both emerging and established categories. The case can also be used to teach competitive strategy.

Number of Pages: 12

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Pharmaceuticals

Organization Name: AstraZeneca PLC

Organization Department: Management

Organization Size: Large

Decision Maker Position: EVP

Decision Maker Gender: Female

Year of Case: 2003