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Case 5: Viagra in China

  1. Despite a huge potential market and strong  consumer demand for erectile dysfunction (ED) drugs in China, why has  Pfizer failed to generate blockbuster sales for Viagra?

2.  What are the major factors that have contributed to Pfizer’s ultimate success in securing its patent right for Viagra in China?

3.  What are the major factors that have  contributed Pfizer’s failure in claiming “Weige” as its unregistered well-known trademark in China?

4.  What are some alternative market entry strategies that Pfizer could have pursued to improve the sales performance of Viagra, and to avoid the costly lawsuits over its patent and trademark in China?


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