Herceptin & Roche in India: The battle for life-saving treatment (A)
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.
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.
Roche, Healthcare, Pharmaceuticals
2012
Cranfield University
Wharley End Beds MK43 0JR, UK
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Harvard Business School Publishing
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NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
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