MedImmune: FluMist Introduction
Publication date: 20 January 2017
Abstract
Examines the launch of FluMist, the first significant innovation in influenza vaccines in over 50 years. The head of sales and marketing for MedImmune is working through the launch plan for FluMist. In particular, he is struggling with the question of how best to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing.
Keywords
Citation
Calkins, T. and Changrani, R. (2017), "MedImmune: FluMist Introduction", . https://doi.org/10.1108/case.kellogg.2016.000200
Publisher
:Kellogg School of Management
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