Azanta - small Danish specialty pharmaceutical company wanted to know how to commercialize internationally their new cancer drug and companion diagnostic test. Some of their questions included: Should Azanta commercialize alone or through partnerships? Which partners to consider? What is market potential? What should be the price? How other companies have done it?
The group of two CBS masters’ students looked into competitive products in the market prices and business models. They also researched the most suitable partners key criterias and possible ways of approaching
Azanta’s product could be marketed as superior compared to the competitors’ and therefore Azanta could aim for a much higher commercial price and market penetration than first anticipated. Azanta was presented with a report on the requirements for potential partners and right timing recommendations for pricing and market entry plan.
The knowledge that the students provided to Azanta’s CEO played a big part in negotiations with prospective partners and ensured higher company valuation talking with investors. Pricing adjustment should have significant impact to companys profitability. Azanta also hired students as a consultants to work on other project in the company.