..., mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Positioning New Products Pricing Roger Sampson, senior vice president of sales and marketing at MedImmune, settled into his office chair. It was May 15, 2003. He glanced at the clock...

... and Healthcare Case Competition, can be used to teach growth strategy and new product strategy. It also provides an introduction to the pharmaceutical industry. Students will be given the opportunity to think critically about the role of innovation, risk, and ethics in healthcare-related firms. This case...

... or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. New Products Pioneering Strategy Pricing Peter Sheffield settled back in his chair with a large stack of reports on Lilly's newest drug, Xigris, a treatment...

... in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Brand Equity Branding New Products Product Design Product Development Channel Management Consumer Marketing...

..., recording, or otherwise—without the permission of the Kellogg School of Management. New Products Pioneering Strategy Pricing Securing approval from the U.S. Food and Drug Administration (FDA) to market Xigris was far more challenging than Lilly had anticipated. Following standard procedures...