Article ID: CBB001202354

Targeting the American Market for Medicines, ca. 1950s–1970s: ICI and Rhône-Poulenc Compared (2014)

unapi

The forces that have shaped American medicine include a wide set of interrelated changes, among them the changing research, development, and marketing practices of the pharmaceutical industry. This article compares the research and development (R&D) and marketing strategies of the British group Imperial Chemical Industries (ICI, whose Pharmaceutical Division was spun off and merged with the Swedish company Astra to form AstraZeneca) and its French counterpart Rhône-Poulenc (now part of Sanofi-Aventis) in dealing with the American medical market. It examines how, in the process, the relationship between R&D and marketing was altered, and the firms themselves were transformed. The article also questions the extent to which their approaches to this market, one of the most significant markets for drugs in general, and for anticancer drugs in particular, became standardized in the period of “scientific marketing.”

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Citation URI
https://data.isiscb.org/isis/citation/CBB001202354/

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Authors & Contributors
Greene, Jeremy Alan
Quirke, Viviane
Cevolani, Enrico
Bovone, Giulia
Garoia, Ilenia
Watkins, Elizabeth Siegel
Concepts
Pharmaceutical industry
Medicine and industry
Marketing techniques
Pharmacy
Chemical drugs
Medicine
Time Periods
20th century, late
20th century
20th century, early
21st century
19th century
Places
United States
Italy
Germany
France
China
Canada
Institutions
Imperial Chemical Industries
United States. Food and Drug Administration (USFDA)
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