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Viagra in China: A Prolonged Battle over Intellectual Property Rights Case Solution & Answer

This Case is about MARKETING, STRATEGY

PUBLICATION DATE: June 29, 2010 PRODUCT #: HKU902-PDF-ENG

Viagra in China A Prolonged Battle over Intellectual Property Rights Case Solution

In the month of April 1998, Pfizer Inc (“Pfizer”) released Viagra, a recommendation drug for relieving impotence, in the United States and Europe with big triumph. Its market entry into China was satisfied with an 11-year battle with regional drug business over Viagra’s patent, Chinese hallmark and three-dimensional hallmark (“3D hallmark”). Pfizer’s patent was revoked in July 2004 by the authorities after being collectively challenged by 12 regional business. A regional business had actually introduced its own erectile dysfunction drug utilizing Viagra’s Chinese nickname as its hallmark, and copying Viagra’s 3D hallmark. It won the patent and 3D hallmark lawsuits, however lost in the Chinese hallmark case.

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