Publications
Publications
- February 2000 (Revised June 2003)
- HBS Case Collection
Pepcid AC: Racing to the OTC Market
By: Charles King III, Alvin J. Silk, Ernst R. Berndt and Lisa R. Klein
Abstract
Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy.
Keywords
Competitive Advantage; Product Positioning; Markets; Research; Marketing Strategy; Product Development; Decision Choices and Conditions; Pharmaceutical Industry
Citation
King, Charles, III, Alvin J. Silk, Ernst R. Berndt, and Lisa R. Klein. "Pepcid AC: Racing to the OTC Market." Harvard Business School Case 500-073, February 2000. (Revised June 2003.)