Page 136 - Case Lab Case Analysis
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OBSERVATIONS
Mylan the producer of EpiPen had in recent years witnessed
an astronomical rise in their revenue from the product they
acquired from Merck in 2007. The bulk of this increase came
under the leadership of CEO Heather Bresch.
1. Leadership and executive action is a crucial element in
deciding on the corporate and social responsibility of a
company. You may wish to examine the actions of the board
members of Mylan to assess the corporate ethos they
exemplify?
Examine the strategy developed by Heather Bresch
since she became CEO.
How has she reacted to environmental pressures e.g.
the Congressional hearing?
Examine the pricing strategy of EpiPen and the tactics
used to support it.
What role did social media play in response to Mylan’s
price rises?
