Design and Development at Glaxosmithkline

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This case provides an example of the role of design as an order winner; it also illustrates the process Asahi undertook in developing its Super Dry beer specification, in terms of taste, strength and colour. When using this case to open a class discussion, it is useful to get students to list the order-winners and qualifiers of the beer, of which design (the beer’s ‘Super Dry’ specification) is one: Criteria Order-winner or qualifier? Design OW Price Q Product range (size of containers) Q* * Initially, the 3-litre container would have been an order-winner (see below). It is worth noting that, while the 3-litre container would initially have been an order-winner, undoubtedly competitors would have responded by launching their own 3-litre version (there is not patent available for providing a 3-litre container), thereby changing this factor from an order-winner into a qualifier. Essential Operations Management online resources © Alex Hill and Terry Hill 2011 Guideline answers to short case study questions– Essential Operations Management Lecturer resources CASE 3.2 PRODUCT RESEARCH AND DEVELOPMENT AT MICROSOFT Please note that discussion of this case has been provided in the students’ website, for self study: http://www.palgrave.com/business/hillessential/students/Hillessential-answers-to-short-case-questions.pdf CASE 3.3 DESIGN AND DEVELOPMENT AT GLAXOSMITHKLINE Case outline When pharmaceutical companies develop new products they go through an extensive testing and approval process before being given the go-ahead to make and sell items. At an early stage companies patent their research findings in order to protect them. The impact on overall corporate profits of successful drugs is very significant but, once the patent period is over, a product can then be manufactured and sold by any company. Such products are then classed as ‘generics’ and the

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