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Sales and Marketing » New Product Development and Launch » Planning and Coordinating Launch » Launch Strategy and Structure
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This case study reviews the strategy and tactics utilized by Eli Lilly for the depression indicated product, Cymbalta, to successfully penetrate a crowded market with a product having a new mechanism of action (MOA). Pharmaceutical executives can use this study to gather insights into various tactics for successfully launching a product with a new MOA into a challenging market.