Teaching Note | HBS Case Collection | November 2013

Cialis Lifecycle Management: Lilly's BPH Dilemma

by Elie Ofek and Natalie Kindred

Keywords: pharmaceutical industry; Pharmaceuticals; marketing; brand management; Brand equity; brand positioning; marketing strategy; product management; Product Strategy; pricing; health care; Health Care and Treatment; Product Marketing; Product Positioning; Brands and Branding; Marketing Strategy; Marketing; Product Launch; Pharmaceutical Industry; Health Industry;


Ofek, Elie, and Natalie Kindred. "Cialis Lifecycle Management: Lilly's BPH Dilemma." Harvard Business School Teaching Note 514-009, November 2013.