Best Selling Case with IVEY Publishing

My case on Pfizer and its strategic challenges, co-authored with Phillip Nell, received a best selling cases award by Ivey Publishing this year. We ask students to put themselves into the shoes of the CEO of Pfizer and take a strategic decision: https://www.iveypublishing.ca/s/product/pfizer-and-the-challenges-of-the-pharmaceutical-industry-a/01t5c00000Cwqo5AAB

Sneak peek into the case: In 2018, President of the United States, Donald Trump, criticized the company Pfizer Inc. (Pfizer) for increasing drug prices—which had been a strategic move by Pfizer in response to industry-wide challenges. This announcement highlighted the complex dynamics of the pharmaceutical industry and the big challenges that innovative research and development (R&D)–intensive pharmaceutical companies faced. The entire pharmaceutical industry was being challenged by issues such as decreasing global average returns on investment and increased R&D costs. In addition, the company faced increased competition from companies from other industries and from emerging-market companies. Pfizer’s chief executive officer needed to determine whether or not these changes marked a turning point for the whole industry.