Case Detail

Case Summary

Eli Lilly: Xigris (A)

Case Number: 5-104-047(A), Year Published: 2004, Revision Date: August 16, 2005

HBS Number: KEL014

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Authors: Timothy Calkins; Karen White

Key Concepts

New Products, Pioneering Strategy, Pricing


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.

Number of Pages: 10

Extended Case Information

Teaching Areas: Biotechnology, Marketing, Strategy

Teaching Note Available: Yes

Geographic: United States

Industry: Pharmaceuticals

Organization Name: Eli Lilly

Organization Department: Marketing

Organization Size: Large

Decision Maker Position: Head of Critical Care Business Unit

Decision Maker Gender: Male

Year of Case: 2001