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Case
Eli Lilly: Xigris (B)
Author(s)
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.
Date Published:
01/01/2004
Discipline:
Biotechnology;Marketing;Strategy
Key Concepts:
New Products, Pioneering Strategy, Pricing
Citations:
Calkins, Timothy, Karen White. Eli Lilly: Xigris (B). 5-104-047(B) (KEL015).
