Author Profile

ZYRTEC: Responding to Allegra

Bergqvist, Karin; Li, Angela; Moore, Marian Chapman

M-0847 | Published September 04, 2013 | 22 pages. Case

Collection: Darden School of Business

In April 2010, the ZYRTEC brand manager at Johnson & Johnson's McNeil Consumer Healthcare, learned that Sanofi's Allegra, the leading brand in the prescription antihistamine category, was anticipated ... Read More

Add To Cart Buy Now