This case discusses the marketing of two drugs, Prozac and Paxil. These drugs were the most selling in history. In 2001, the manufacturers of the two drugs were faced with a challenge with their patent expiring within months. Eli Lilly, and GSK, the manufacturers of Prozac and Paxil had to decide on their stance on the introduction of the generic drugs in the market after the patent’s expiration.
6. Uncertainties Associated with Recommendations
7. Action Plan