Business Case Studies, Brands & Branding and Private Labels Case Study, Oprah Winfrey's 'Celebrity Brand": Will It Work Wonders for ' The Oprah Winfrey Network'?

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

GlaxoSmithKline’s Rush for Branded Generic Markets: Will it be a Success?

Publication Year : 2010

Authors: V Jaish and K Suresh

Industry: Healthcare

Region:UK

Case Code: BBP0123IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
The pharmaceutical industry had been one of the mature and intense knowledge driven industry's that experienced a continuous state of change. The industry was dotted with some major mergers and acquisitions over the years and depicted a consolidation trend. Following the industry's history of mergers and acquisitions, GlaxoSmithKline Plc, one of the largest research-based pharmaceuticals and health care companies took a bold step on 23 July 2008 and entered into branded generics via an alliance with South Africa's Aspen Pharmacare Holdings, a major supplier of branded and generic pharmaceutical drugs. This move marked a sign of GlaxoSmithKline's significant shift in its focus from patented drugs in the US and Europe to branded generic drugs for emerging markets, and was termed as 'transformational agreement'. This case focuses on the challenges and opportunities that GlaxoSmithKline would foresee in its diversification strategy.

Pedagogical Objectives:

  • To examine and discuss the dynamics of the global pharmaceutical industry.
  • To discuss and analyse GlaxoSmithKline's diversification strategy into generics.
  • To analyse the challenges ahead of GlaxoSmithKline for its branded generics in emerging markets.

Keywords :  GlaxoSmithKline, Aspen, Research and development (R&D), Alliance, Generic drugs, Branded drugs, Emerging markets, Pharmaceutical industry, Patented drugs, Federal Drug Administration (FDA), Western market, Blockbuster drugs, Intellectual property, Regulatory pressure

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap