Publications
Publications
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- Faculty Publications (8)
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- January 2017 (Revised October 2018)
- Case
Novartis: A Transformative Deal
By: David Collis and Ashley Hartman
When Joe Jimenez became CEO of Swiss-based Novartis in 2010, replacing longtime CEO Dan Vasella, he assumed control of one of the top pharmaceutical companies in the world. Vasella, an avowed advocate of diversification, had expanded the scope of the company and...
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- May 2015 (Revised May 2017)
- Case
Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
By: John A. Quelch and Margaret L. Rodriguez
In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion...
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Keywords:
New Product Management;
Consumer Segmentation;
Global Marketing;
Corporate Social Responsibility;
Healthcare;
Sustainability;
Health Care and Treatment;
Environmental Sustainability;
Marketing;
Segmentation;
Product Development;
Product Launch;
Corporate Social Responsibility and Impact;
Product Positioning;
Consumer Products Industry;
Brazil;
United States
- January 2014 (Revised January 2014)
- Supplement
GlaxoSmithKline in China (C)
By: John Quelch and Margaret L. Rodriguez
- November 2013
- Case
GlaxoSmithKline in China (A)
By: John A. Quelch and Margaret L. Rodriguez
Four GlaxoSmithKline employees were accused of bribing Chinese health care workers to prescribe the company's drugs. The accusations brought to light the questionable incentive structures of the Chinese health care system and the pressure on companies to adhere to...
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Keywords:
Public Health;
Pharmaceuticals;
China;
Bribery;
CSR;
Hong Bao;
Health Care;
Drug;
GlaxoSmithKline;
GSK;
Witty;
Government;
Marketing;
Health;
Health Care and Treatment;
Corporate Social Responsibility and Impact;
Corporate Strategy;
Corporate Governance;
Business and Government Relations;
Ethics;
Pharmaceutical Industry;
China;
United Kingdom;
United States
- November 2013 (Revised January 2014)
- Teaching Note
GlaxoSmithKline In China (A), (B) and (C)
By: John A. Quelch
- November 2013 (Revised September 2015)
- Supplement
GlaxoSmithKline in China (B)
By: John A. Quelch and Margaret L. Rodriguez
In 2013, Chinese investigators detained four GSK employees for allegedly bribing health care staff to sell GSK pharmaceuticals. A month later, GSK's Asia Pacific regional president, Abbas Hussain, said the company would help identify corrupt practices. Two days later,...
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Keywords:
Public Health;
Pharmaceuticals;
China;
Bribery;
CSR;
Hong Bao;
Health Care;
Drug;
GlaxoSmithKline;
GSK;
Witty;
Government;
Marketing;
Health;
Health Care and Treatment;
Corporate Social Responsibility and Impact;
Corporate Strategy;
Corporate Governance;
Business and Government Relations;
Ethics;
Pharmaceutical Industry;
China;
United Kingdom;
United States
- May 2005 (Revised April 2010)
- Case
GlaxoSmithKline: Reorganizing Drug Discovery (A)
By: Robert S. Huckman and Eli Strick
Describes the reorganization of drug discovery at GlaxoSmithKline (GSK) following the formation of GSK from the merger of Glaxo Wellcome and SmithKline Beecham. This reorganization placed nearly 2,000 research scientists into six centers of excellence in drug discovery...
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- May 2002 (Revised October 2005)
- Case
Marketing Antidepressants: Prozac and Paxil
By: Youngme E. Moon and Kerry Herman
Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to...
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