Eli Lilly and Company: Innovation in Diabetes Care

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Eli Lilly and Company Innovation in Diabetes Care
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Which company is the worlds dominant producer of
insulin?

• Which company is a major competitior, and had
  dominance in Europe (1995)?
• Which company was building a new plant in the
  U.S. for production of insulin cartridges for its
  pen (1995)?

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What is the purpose of this case?
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Explain how the following diagram
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Tell us something about Eli Lilly
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Tell us something about Novo
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Managing Innovation
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Managing Innovation

• Consumers-demand trajectory v. technology-performa
  nce trajectory when the later overshoots the
  former, dynamics of product competition shifts.
• In managing innovation, discerning when the
  technology trajectory has overshoot the market is
  very important because it heralds a change in the
  criteria that consumers use to choose amongst
  products.

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In 1995, the lions share of the cost of diabetic
care was not in insulin or other related products
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Rather, it was in the treatment of complications
caused by patients not taking care of themselves.