Of mice, men, and women : sex-based pharmaceutical marketing strategies /
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...
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2019.
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| Series: | SAGE Knowledge. Cases.
SAGE research methods. Cases. |
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| 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. |
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| Physical Description: | 1 online resource. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781526469731 1526469731 |