Exubera Fiasco: What Went Wrong? |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
The case discusses the strategy followed by Pfizer for Exubera and the events leading up to its withdrawal. Some analysts felt that Exubera's withdrawal coming as it did within such a short time of its introduction, had dented Pfizer's reputation as the company was well known for its marketing prowess. However, others were of the view that it made sense for Pfizer to withdraw the drug and so cut its losses as it had become clear to the company that Exubera was a 'dog' in its product portfolio. Issues:» Analyze the strategy adopted by Pfizer of Exubera and the reasons for the product not being readily accepted by the target population. Contents:Keywords:Marketing, Product portfolio, Product lifecycle management, Dog, Unique selling proposition, Diabetes drug market, Inhaled insulin, Pharmaceutical, Exubera, Pfizer |
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