Glaxo Wellcome's Second Act

Executive Summary

The company faces a series of challenges that attack head-on one of the most successful franchises in drug industry history. New approaches to treating ulcers, combination therapies that eradicate the bacteria that causes the disease rather than simply treat its symptoms, will likely lead to an overall decrease in the use of H2 antagonists. Even more threatening for Glaxo Wellcome is the pending genericization of Zantac (ranitidine). The question the company faces: will the same strategies that helpe