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Biopure Essay

8254 words - 33 pages

9-502-S01 2 7 D E M A Y O D E 1 9 9 9
________________________________________________________________________________________________________________ El caso de LACC número 502-S01 es la versión en español del caso de HBS número 9-598-150. Los casos de HBS se desarrollan únicamente para su discusión en clase. No es el objetivo de los casos servir de avales, fuentes de datos primarios, o ejemplos de una administración buena o deficiente. Copyright 1998 President and Fellows of Harvard College. No se permitirá la reproducción, almacenaje, uso en planilla de cálculo o transmisión en forma alguna: electrónica, mecánica, fotocopiado, grabación u otro procedimiento, sin permiso de Harvard Business School.
Corporación Biopure
Transcurría el 5 de febrero de 1998 cuando Carl Rausch, presidente y CEO de Biopure, abrió el periódico Boston Globe y leyó sobre la aprobación final de Oxyglobin por parte del Gobierno de los Estados Unidos (ver Anexo 1). Oxyglobin era el primero de los dos nuevos "sustitutos sanguíneos" de los que dependía el futuro de Biopure: Oxyglobin para el mercado veterinario y Hemopure para el mercado humano. Mientras que Oxyglobin estaba lista para su lanzamiento, faltaban aún dos años para la aprobación final de Hemopure. Esta diferencia de tiempos era motivo de debate dentro de Biopure.
Ted Jacobs, vicepresidente de Pruebas Clínicas con Humanos, sostenía que había que posponer el lanzamiento de Oxyglobin hasta después de que Hemopure se aprobara y se estableciera en el mer- cado (ver Organigrama de Biopure en el Anexo 2). Dado que ambos productos eran casi idénticos en cuanto a sus propiedades físicas y su apariencia, consideraba que, si ingresaba primero en el mercado, Oxyglobin crearía falsas expectativas de precio para Hemopure. Según lo explicó clara- mente en una reciente reunión de gerentes:
... El mercado veterinario es pequeño y está muy atento al precio. Tenemos suerte si lo- gramos obtener US$ 150 por unidad. El mercado humano, por otro lado, es mucho mayor y podemos alcanzar, sin exagerar, precios de entre US$ 600 y US$ 800 por unidad. Sin embargo, en cuanto salgamos con Oxyglobin a US$ 150, arriesgaremos nuestra posibilidad de vender Hemopure a US$ 800. Los hospitales y las empresas de seguro nos exigirán que justifiquemos una diferencia de precios de 500% para lo que ellos consideran el mismo producto. No nece- sitamos ese dolor de cabeza. Hemos invertido US$ 200 millones para desarrollar Hemopure; es una locura arriesgarlo ahora. Por ahora, deberíamos guardar Oxyglobin en algún estante.
Al mismo tiempo, Andy Wright, vicepresidente de Productos Veterinarios, tenía preparada su organización de ventas y estaba...

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