Marketing Case: Burroughs Wellcome

Case: Burroughs Wellcome and AZT

Key Players: Shepherd, Haigler, Berry

Action Required:  Key players must decide whether to:

  1. Option 1:  Maintain status quo – no change to price or dosage
  2. Option 2:  Drop price per dosage only
  3. Option 3:  Drop recommended dosage amount only
  4. 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.


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