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Merck: Managing Vioxx a Harvard Business Case Study 109109.

18282. Merck: Managing Vioxx a Harvard Business Case Study 109109.

This paper provides a Berkeley Research case analysis and alternative case solution to a Harvard Business School management case study by Simons, Rosenberg and Kindred on pharmaceutical giant Merck and its management of Vioxx, a new arthritis drug. This (A) case is the first in a series of six case studies which chronicle Merck’s unfolding crisis surrounding Vioxx and its deadly side effects. The focus of this (A) case is on the discovery of the drug and the calculation of its lifetime expected value. The case includes problem statement, problem analysis with SWOT, identification and assessment of alternatives, and recommendations. KEYWORDS: case studies case solution merck vioxx prescription drug marketing pharmaceutical industry drug development ethics mission statement crisis communication risk management. APA Style. 12 pages, 21 footnotes, 9 bibliographic sources. 3367 words.

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