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Unformatted text preview: Emerging Markets Professor Christy 10/12/08 Product Team : Getting Ready to Market (Response) As was so elegantly stated toward the end of the case study, Lilly ICOS LLC has “just been handed the baseball bat, and, as the ball is getting closer, (they) have to decide whether to take the risk and try to swing for a home run or, at the other extreme, be more conservative and merely try to reach first base.” With the broad success of Pfizer’s , a pill used to combat ED (erectile dysfunction), Lilly ICOS LLC has to tackle the challenge of trying to position its new drug into highly dominated market. Their timing for entering the industry is a bit to their disadvantage as well. Whereas when was first introduced and within a few months around 130 people taking the drug were found dead, would have been an easier time to try and compete, but now that the scare has long past and is a well established company, almost synonymous with the term ED, it will be much harder to take some of...
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This essay was uploaded on 02/20/2009 for the course AEM 4420 taught by Professor Christy,r. during the Fall '06 term at Cornell.
- Fall '06