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Race - ing ahead – Just a storm in the tea cup. Vol. 1 No. 1 2011 [Tài nguyên điện tử]
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Tóm tắt
Although it has become fashionable to talk about how things business are changing at a nanosecond pace owing to hyper-competition, disruptive technologies and empowered consumers; the real change has been based on digital revolution and management of information. Most of the new introductions are entering a phase of facelessness from being innovative within a year of their appearance; whereas, as per one estimate, the breakeven volume is achieved after three years. This puts insurmountable financial pressure on marketing companies. In order to remain ahead of competition, they are introducing more and more new products in growth areas. In this paradoxical, complex situation; a reputed marketer in the pharmaceutical arena like Artichem entered a maturing market of Omeprazole whereas growth areas like Lansoprazole, Pantoprazole and Esomeprazole were still open to them. Did they make a mistake? Was it a bad idea to embark upon? Should they go for introducing new molecules even after a successful launch in the same segment?
Mô tả
Emerald Emerging Markets Case Studies
Năm xuất bản
2011
Tác giả
Das, Prafulla Kumar
Nhà xuất bản
Emerald Group Publishing Limited
Bộ sưu tập
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