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Market Edge publishes post-patent case The Market Edge business case study "Is there life after patent?", has been accepted for publication by the European Case Clearing House (ECCH - www.ecch.cranfield.ac.uk). This case addresses the challenges that the Schering Plough Claritin brand faced as it approached patent expiration. Traditionally, pharmaceutical companies experienced a sharp decline in prescriptions written and drastically reduced margins at patent fall. Exploring new strategic options and Schering Plough's decision-making process, it is an ideal tool for leading discussions into branding, post patent marketing, life cycle management or other related topics. The case is available to both academic and private sector users as a tool to examine the dynamics of patent fall in consumer markets. For more information, contact Market Edge at +1 (302) 887-4900 or info@mkt-edge.com |