ARC: Teaching: Cases: Pharmaceutical Branding
areas: sectors: teaching
ARC Contributions by Pierre Chandon and David Holdford
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Vaughan Williams, Wendy Sykes, Martin Collins and Graham Hurrell (1997), "Solpadol - a successful case of brand positioning.," Journal of the Market Research Society, 39(3), 463-480.
Wright, Robert F. (2001), "The rationale for global branding of pharmaceuticals," Journal of Pharmaceutical Marketing and Management, 14(2), 31.
Corstjen, Marcel and Marie Carpenter (2000), "From managing pills to managing brands," Harvard Business Review, (March) 20-22.
Boring, Dan (1999), "The development and adoption of nonproprietary, established, and proprietary names for pharmaceuticals," Drug Information Journal, 31, 621-634 [Full text online].
Lambert, Bruce L., Chang, K. Y. and Lin, S. J. et al. (2003), "Immediate free recall of drug names: effects of similarity and availability," American Journal of Health-System Pharmacy, 60(2), 156-168.
Kenagy, John W. and Stein G. C. (2001), "Naming, labeling, and packaging of pharmaceuticals," American Journal of Health-System Pharmacy, 58(21), 2033-2041.
Hubert Gatignon, Barton A. Weitz, and Pradeep Bansal (1990), "Brand introduction strategies and competitive environments," Journal of Marketing Research, 27(4), 390-401.
In addition, the Journal "Pharmaceutical Executive" and the website brandchannel.com are good sources.
For a case in a European setting, there is: "Marketing Strategies in the Competition Between Branded and Generic Antibiotics": Clamoxyl in 1996 (A), Augmentin in 2002 (B).
This case looks at how GSK managed to sustain the sales of its leading antibiotics (Clamoxyl and Augmentin) against competition from generics. It can be useful to discuss pharmaceutical marketing strategies in countries like France with nation-wide managed care systems. An inspection copy is available at http://faculty.insead.edu/chandon/personal_page/resume.htm
The case and the teaching note can be ordered via the European Case Clearing House: http://www.ecch.cranfield.ac.uk/