Battling for leadership in the statins market
The case describes the growth and development of the statins product category in the 1980s and 1990s. Statins were cholesterol-lowering drugs used to treat a variety of lipid disorders. By 2003 statins were the world’s largest drug category. The case describes in some detail the competitive dynamics in the industry between the mid-1990s and 2003. Pfizer introduced Lipitor in 1997 and was successful in achieved market leadership by 2002. In 2003 AstraZeneca launched a new statin drug Crestor, and management at AstraZeneca is faced with the challenge of developing a marketing strategy to capture a significant share of the market from Lipitor and the other entrenched competitors in the product category.
August 2003
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of busi...
Many companies overestimate customers’ appetite for sustainable products, flooding the market with offerings that don’t sell. The reality is, socia...
The case explores the efforts of Hamilton Mann, Group VP, Global Digital Marketing & Digital Transformation at Thales, to build a sales enablement ...
The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save ...
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in Harvard Business Review March-April 2024, vol. 102, issue 2, pp. 80-87
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further i...
A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury br...