Case Study: Cymbalta Analysis
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The analysis should include these sequential steps:
What are the facts surrounding the case?
Provide an identification of the key issues.
List alternative courses of action that could be taken.
Evaluate alternative courses of action.
Recommend the best course of action.
See the following case study: Ofek, E., & Laufer, R. (2006). Eli Lilly: Developing Cymbalta. HBS Case, (507-044).
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Solution Summary
This solution provides a list of options for Eilly Lilly to get its new drug Cymbalta established in the market.
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Case Study-Cymbalta Analysis
Main Facts
The main facts surrounding the case are:
• Patent for Prozac, Lilly's flagship product was about to expire and the path for the drug post expiration had to be decided upon
• Of the five strategic alternatives, only one compound- Cymbalta appeared to have three key ingredients of a potential successor to Prozac
• Though Cymbalta was a potential successor, there were critical decisions about its future development which were yet to be decided.
• Lilly needs to make clear distinction between Cymbalta and other antidepressant drugs
Identification of Key ...
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