Case Study: Eli Lilly Drug Development Strategy

Abstract This article analyzes the research and development strategy of Eli Lilly and Company in the mid 1990s. In the 1990s pharmaceutical industry was a highly profitable and fiercely competitive industry. Major pharmaceutical companies poured 15-20% of sales to R&D expenditure in hope to find the next blockbuster drugs. Lilly, a mid-size drug firm vs. …

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