Publications
Publications
- November 2013
- HBS Case Collection
Cialis Lifecycle Management: Lilly's BPH Dilemma
By: Elie Ofek and Natalie Kindred
Keywords
Pharmaceuticals; Brand Management; Brand Equity; Brand Positioning; Product Management; Product Strategy; Pricing; Health Care; Health Care and Treatment; Product Marketing; Product Positioning; Brands and Branding; Marketing Strategy; Marketing; Product Launch; Pharmaceutical Industry; Health Industry
Citation
Ofek, Elie, and Natalie Kindred. "Cialis Lifecycle Management: Lilly's BPH Dilemma." Harvard Business School Teaching Note 514-009, November 2013.