Thunderbird Case

Case #: 
A08-17-0007 Author Michael H. Moffett
Abstract: 

Mylan and its CEO, Heather Bresch, were under attack for a multitude of large price increases in their life saving pharmaceutical, the EpiPen. The U.S. Congress, the Federal Drug Administration (FDA), and millions of people considered at risk and in need of access to EpiPen injectors, wanted to know why and how those price increases had happened.

Teaching: 
This case has been used in both graduate business and management degree and non-degree programs to provide a platform for discussions of a number of differing issues, including pharmaceutical pricing and what justifies price increases, how to create demand for a product, whether pharmaceutical firms should earnings and share price maximization objectives at a potential cost in customer access, and what role corporate compensation policy plays in business performance. It can also serve as a foundation on how to or how not to handle public criticism of corporate business policies.
Year: 
2017

Industry:

Setting: 
Global
Length: 
15 pages
Source: 
Published material