When marketing becomes strategy (or a key strategic pillar) – the case of Cialis’ challenge of Viagra’s market

The strategic question for Lilly Icos was whether it could influence how physicians perceived the importance of the criteria (longer lasting effects). The positioning was hotly debated prior to launch: Should the company centre its marketing strategy on Cialis’s lack of side effects, given that safety was already one of the two key criteria (met […]

Fitting culture to strategy: the competing values framework as a lens to visualise change

A few weeks ago, I published an article on LinkedIn partly in partial fulfillment of the requirements for the completion of the Henley Business School’s Managing People Module and partly out of interest (the interest part deals with the choice of the subject I wrote about). I am reproducing the article below – for those […]