Mini Case Code : CLIM022
Publication date : 2005
Subject : International Marketing
Industry : Pharmaceutical
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Pfizer Inc. (Pfizer), counterfeit, intellectual property laws, distribution system, prescription, Viagra, Liptor, Food and Drug Administration (FDA), IT industry, Microsoft, radio frequency identification (RFID), Packaging, advertising, tablets, Internet, websites.
* This caselet is intended for use only in class discussions.
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The caselet discusses the problems that companies across the world face because of counterfeit products flooding the market. It focuses on how the pharmaceutical giant, Pfizer, combated counterfeiting and the control measures it took. The caselet describes how the Internet is used as a channel for selling counterfeit drugs.
Questions for Discussion:
1. Every year Pfizer incurs huge losses because of counterfeiting of its most popular drug Viagra. Do you feel that the measures taken by Pfizer to combat counterfeiting of Viagra will be able to prevent counterfeiting?
2. Explain in detail the awareness campaign taken up by Pfizer to prevent counterfeiting of Viagra.
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