Case: Burroughs Wellcome and AZT
Key Players: Shepherd, Haigler, Berry
Action Required: Key players must decide whether to:
- Option 1: Maintain status quo – no change to price or dosage
- Option 2: Drop price per dosage only
- Option 3: Drop recommended dosage amount only
- Option 4: Drop both price and recommended dosage
Company Factors – Strengths: R&D Focus, reputation/notoriety/Nobel prizes, high social capital, sole producer, strong financing, multi-national – Weaknesses: Bad PR from ACT-UP and others, high R&D costs to cover.