Highlights the problems with the introduction of infertility, product and process to meet the women without hormone treatment or unpleasant experience dangerous side effects undergo pregnancy allows involved. In bringing its product to market, have Medi-Cult, a small biotechnology companies with regulatory requirements, larger competitors, and deal with the challenges of introducing a new product in the local and global market. Questions are raised: Should the product be priced by … Read more »

Highlights the problems with the introduction of infertility, product and process to meet the women without hormone treatment or unpleasant experience dangerous side effects undergo pregnancy allows involved. In bringing its product to market, have Medi-Cult, a small biotechnology companies with regulatory requirements, larger competitors, and deal with the challenges of introducing a new product in the local and global market. Questions are raised: Should the product be priced according to its quality? If Medi-Cult pursue a market penetration or skimming strategy in pricing the new product? How is the contribution margin affected if a global, regional or multinational pricing strategy be selected? What are the ethical issues in pricing pharmaceuticals?
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from
Brian Rogers,
Nirmalya Kumar
Source: IMD
13 pages.
Release Date: 1 January 1999. Prod #: IMD044-PDF-ENG
Medi-Cult: Pricing a Radical Innovation HBR case solution