個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Glaxo and Zantac: The Life, Times, and Near Death of the World's Best-Selling Drug
內容大綱
This case details the history of Zantac, one of Glaxo's most successful products, from inception to deterioration when faced by the rise of generics. In doing so, the mini-case describes the main players, trends and obstacles dominating the pharmaceutical industry today. This case is included in Module 1 of the course Business Thought & Action.