Case Study Analysis 1: Vioxx and Celebrex

Vioxx and Celebrex ar prescription medicine designed for the informality of arthritis pain. They were designed be perform the existing available medication such(prenominal) as aspirin or ibuprofen was often the cause of hurt ulcers and bleeding. By 1999 Merck and Pfizer had developed Vioxx and Celebrex respectively, spick-and-span drugs that provided patronage from arthritis pain without the negative side effects of fourth-year medications. These drugs were soon approved by the FDA, Health Canada, and other political pharmaceutical regulators globally. Merck and Pfizer grocery storeed the drug to the public and were extremely successful. In 2003 Merck sold US $2.5 billion globally this accounted for 11% of the companys tax revenue for the year. Studies of Vioxx, conducted because of Adverse drug Reaction reports from physicians indicating that after 18 months of use, in that location is a self-colored increase in the risk of rawness attack or stroke. As the CEO of Merc k, I, Ray Gilmartin must decide in the midst of taking the potentially counterproductive drug off the market and taking advantage of another(prenominal) 18 months of profit small-arm more controlled tests are conducted regarding the asylum of the drug. In the case of Vioxx, there are many parties who conk be affected by the outcome, whether it is a range or indirect effect.

Primary plump forholders pack direct s induces in the outcome of the dilemma, while secondary stakeholders have indirect stake in the dilemma. I, Ray Gilmartin posses a keen deal of stake in the decision that I constrain. It is conti ngent that if Merck loses the profit it is ! devising from Vioxx my job will be lost as well. My image as an effective attracter will be impacted either way. If I make the decision to take the drug off the market, my reputation as a cash making business man will be tarnished, only if I decide... If you want to get a full essay, localise it on our website: OrderCustomPaper.com

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