This case series looks at the actions taken by NGOs, local campaigners and the Indian government, against Roche over its patent for a breast cancer drug “Trastuzumab”, otherwise known as “Herceptin”, Herceptin was an expensive but highly effective treatment for some types of breast cancer and campaigners were vocal in arguing that in emerging markets, such as India, it was beyond the means of the majority of the population. Case A covers the campaign and actions until December 2012. Although Roche reduced the price of Herceptin and entered into an agreement with a local company to produce a generic version at a lower price, the campaign for greater access continued.
Learning Objective
This case series looks to understand how NGOs and local campaigners can affect a company’s ability to market its products or operate in emerging markets.
Keywords
Pharmaceuticals, Global Business, Emerging Market, Intellectual Property Rights, Patent Protection, Non-Governmental Organization, Non-Governmental Organization Campaign, Free Trade Agreement, Cancer Treatment, Generic Drug
Settings
Asia, India
Roche, Healthcare, Pharmaceuticals
2012
Available Languages
English
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