Case Analysis: The Headaches of GlaxoWelcome


As we have seen in Module 5, positioning and branding play an influential role in the success of global companies. In this assignment, you will explore the challenges faced by a large pharmaceutical company launching migraine medication in the United Kingdom and the U.S. markets.

Procedure
1.Go to the Student Companion Site for Global Marketing Management (text).
2.On the left, click on Web Cases and then click on Cases in the center of the screen to download the cases provided with the textbook in a WinZip file. (Note: If you do not have WinZip, you can download it free.)
3.Unzip the case studies; and then access Case 30, "The Headaches of GlaxoWelcome" (Note: The cases are in Adobe Acrobat format. If you do not have Adobe Acrobat Reader, you can download it free.)