Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market
商品編號：9B20A003
出版日期：2020/01/16
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Marijuana, Start-up, Pharmaceutical
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada
產業：Health Care Services
事件年度：2018
Tetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil, the firm was operating within the rapidly changing global marijuana industry—essentially, uncharted waters. Given that the firm’s new drugs were about to receive government approval, the firm had to determine how to build its brand.
教學手冊：Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market - Teaching Note
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