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Book Cover
E-book
Author Kniazeva, Ekaterina, active 2019, author

Title Of mice, men, and women : sex-based pharmaceutical marketing strategies / Ekaterina Kniazeva
Published London : SAGE Publications: SAGE Business Cases Originals, 2019

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Description 1 online resource
Series SAGE Knowledge. Cases
SAGE research methods. Cases
SAGE Knowledge. Cases
SAGE research methods. Cases
Summary A successful British biochemist, Lawrence Wright, considers himself lucky to be working for an up-and-coming biotechnology company in the heart of Paris. As a member of a research and development team, he is about to complete the last animal testing phase for a new drug showing tremendous potential to cure a serious disease. When Lawrence suddenly realizes that the promising chemical has unexpectedly made one of his only female test subjects very sick, he must report the unfortunate news to his boss. With a recent global trend of bringing awareness and stricter regulations to sex- and gender-specific research, the future of the company is at stake as they must decide how to proceed with marketing the new drug to potential investors and the public at large
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Wright, Lawrence
Medicine -- Research -- Sex differences
Pharmaceutical industry.
Drugs -- Marketing -- Moral and ethical aspects
Health -- Sex differences
Drug Industry
Drugs -- Marketing -- Moral and ethical aspects.
Health -- Sex differences.
Medicine -- Research -- Sex differences.
Pharmaceutical industry.
Form Electronic book
ISBN 9781526469731
1526469731