Quiz 2

Name: Hafiz Abdul Manan

Novartis AG, the world’s fourth largest pharmaceutical company, has been engaged since 2002 in a high-profile
public battle with the Indian government over Glivec, a popular cancer drug. India has denied Novartis a patent
for Glivec, alleging it does not offer “improved efficacy” over its predecessor. Novartis, which has obtained
patents for Glivec in more than 40 countries, including China, insists that India’s stringent requirements for
novelty violate international intellectual property treaties. The company is waging its campaign in courtrooms
and ministries, and with the public — its Web site features videos of Indian patients extolling the drug’s
benefits and Indian experts detailing the dire consequences for patients deprived of Glivec. If Novartis loses, the
decision means generic drug makers can continue to sell copies of the drug at a lower price in India, one of the
fastest growing pharmaceutical markets. Novartis says if they lose it will "discourage future innovation in
India".

Novartis, however, was not content simply to fight for its intellectual property rights. In a subtle and related
thrust, the company offers Glivec to needy Indian patients at dramatically reduced prices. The program is
featured among the company’s “corporate citizenship” initiatives, which also provide leprosy and tuberculosis
drugs to millions of patients free of charge and malaria drugs to tens of millions more at cost. Novartis proudly
trumpets that its billion-dollar “access-to-medicines” program has reached more than 80 million patients
worldwide, many of them in India.

In India, two key civil society groups have been present in the court room almost through the entire litigation.
These groups i.e. Delhi Network of HIV Positive People (DNP+) and Cancer Patients Aid Association (CPAA)
released a statement saying, “The Indian Supreme Court’s decision on the Novartis case will create a precedent.
It is to be seen how it will impact our campaign for affordable medicines.”

Identify the important stakeholders in the above case. Also enlist the market and non-market strategies
used by the players in order to address the challenge posed by the non-market environment?

Important Primary stakeholders are Novartis company itself, Government, Cancer patient, secondary
stakeholders include two civil societies named as Delhi Network of HIV positive People (DNP+) and cancer
Patient Aid Association (CPAA).

As analyzing case it seems that Value net games & Imitation market strategies are used by the players in order
to address the challenge as Govt. is acting as a Rule maker and not allowing to give patent to Novartis Company
to sell the Glivec. And govt. is protecting intellectual protecting from imitation through patents and copyrights
by alleging that it does not provide improved efficacy over its predecessor low price and customer satisfaction
strategies. And non-market strategy used by the players is press for imposition voluntary export restraints, work
with local governments and gain media attentions through voluntary work and courts.
Quiz 2
Name: Hafiz Abdul Manan

In 2004, Environmental Defense Fund (EDF) and FedEx did something that had never been done before.
They launched the first “street-ready” hybrid trucks. “Trucks are essential to our economy, but they take a
big toll on our health and environment,” says EDF VP for Corporate Partnerships. Large diesel trucks and buses
release 7% of America’s greenhouse gas emissions. EDF knew they needed a partner with clout to spark big
change, so in 2000 they approached FedEx. No one in the transportation and logistics sector had yet worked
with hybrid technology, but when FedEx expressed interest, they leapt into action. EDF and FedEx reviewed 20
proposals and chose Eaton Corporation of Cleveland, Ohio, to design and manufacture the hybrid system.
Extensive development and testing led to a vehicle that exceeded environmental goals while standing up to the
rigors of life on the road.

Perhaps the most significant legacy of the EDF and FedEx partnership is for trucks manufacturing. It spurred
manufacturers to develop batteries and electric power systems for medium- and heavy-duty trucks. These are
the cornerstone technologies for the plug-in hybrids and all-electric vehicles of the future. Fleet owners have
seen this technology work,” notes the EDF VP “They are poised to accept a truck that departs entirely from the
century-old internal combustion engine. That’s true market transformation.”

As of 2010, FedEx operates one of the largest hybrid fleets in the industry, with more than 1,800 alternative
energy vehicles worldwide. When FedEx saw the results of its prototype hybrids, it envisioned the possibility of
rolling out hybrids across its entire fleet. But as an emerging technology, hybrids were more expensive than
either partner anticipated. Instead, says EDF VP, FedEx has achieved something more fundamental: “FedEx has
become much more sophisticated about managing its entire fleet to reduce emissions,” he says.

Identify the important stakeholders in the above case. Also enlist the market and non-market strategies
used by the players in order to address the challenge posed by the non-market environment?

Important stakeholders mentioned are: FedEx, Environmental Defense fund (EDF) and Eaton Corporation of
Cleveland, Ohio, Hybrid Trucks and Customers.
According to my point of view Market Strategies used by the players are Entry level as it is mentioned in the
Entry, companies seek to enter into a new market or in existing market with new unique technological advanced
products, either individually or by alliance with other companies, joint venture. Same thing is mentioned in the
above case both companies are trying to do joint venture for hybrid truck that not exist earlier, something
unique, Environmental friendly high quality services.
And Non-market strategies used by the players are Improve Engine technology, as both companies are trying to
launch a new technological advance product, want to replace old technology of Diesel Engine with Hybrid
engine in order to cope up with environmental pollution challenges, gaining public attraction by using green
environment sources.