Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: AbbVie for years delayed competition for its blockbuster drug Humira, at the expense of patients and taxpayers. The monopoly is about to end.


Date: Jan 28, 2023


Questions for discussion:

  • Summarize the issues related to how businesses, governments, insurance companies and consumers are connected to the drug Humira.
  • Is this an acceptable system for the industry, in your opinion?
  • How might the system be changed in order to be more fair to all parties?