Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2009 (Revised March 2010)
  • Case
  • HBS Case Collection

Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story

By: Richard G. Hamermesh, Raju Kucherlapati and Rachel Gordon
  • Format:Print
  • | Pages:8
ShareBar

Abstract

In May 2007, Amgen Inc. (Amgen) received disappointing news from the European Medicines Agency (EMEA) that its drug Vectibix, developed to fight metastatic colorectal cancer, had been rejected. This was especially surprising news given that a similar rival drug had received approval several years prior. Moreover, Vectibix had also received Food and Drug Administration approval in 2006. During additional trials, Amgen has learned that the Vectibix is only effective with the 60% of the population that has a specific gene marker. Given this development, what should Amgen's strategy around Vectibix be both in Europe and the United States?

Keywords

Entrepreneurship; Governing Rules, Regulations, and Reforms; Health Testing and Trials; Marketing Strategy; Product Positioning; Genetics; Biotechnology Industry; Europe; United States

Citation

Hamermesh, Richard G., Raju Kucherlapati, and Rachel Gordon. "Managing Drugs on the Forefront of Personalized Medicine: The Erbitux and Vectibix Story." Harvard Business School Case 810-066, November 2009. (Revised March 2010.)
  • Educators
  • Purchase

About The Author

Richard G. Hamermesh

→More Publications

More from the Authors

    • January 17, 2022
    • Harvard Business Review (website)

    Reducing Racial Disparities in Cancer Outcomes

    By: Kathy Giusti and Richard G. Hamermesh
    • June 11, 2021
    • Harvard Business Review Digital Articles

    Addressing Demographic Disparities in Clinical Trials

    By: Kathy Giusti, Richard G. Hamermesh and Mark Krasnow
    • September 30, 2020
    • Harvard Business Review Digital Articles

    How Nonprofit Foundations Can Sustainably Fund Disease Research

    By: Richard G. Hamermesh and Kathy Giusti
More from the Authors
  • Reducing Racial Disparities in Cancer Outcomes By: Kathy Giusti and Richard G. Hamermesh
  • Addressing Demographic Disparities in Clinical Trials By: Kathy Giusti, Richard G. Hamermesh and Mark Krasnow
  • How Nonprofit Foundations Can Sustainably Fund Disease Research By: Richard G. Hamermesh and Kathy Giusti
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College