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Xenomouse Case Study Analysis

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In April 2000, the biopharmaceutical company Abgenix faced the important strategic decision of how to most profitably commercialize its XenoMouse based high potential cancer product ABX-EGF, which had reached phase I clinical trials after having successfully passed preclinicals. Specifically, Abgenix had to choose among three salient alternatives for the route to market of ABX-EGF. These were: 1. Entering into a licensing agreement with “Big Pharma” Pharmacol, yielding a series of development fees as well as royalties of Pharmacol’s ABX-EGF sales. 2. Forming a joint venture with the biotech firm Biopart, equally sharing all future costs and profits. 3. Pursuing a “go-it-alone” strategy through the end of phase II …show more content…

sales force. Handing off ABX-EGF to Pharmacol Having $12 billion in sales in 1999, experience in marketing a wide array of drugs –including some already dealing with cancer— and a powerful sales force, licensing the Xenomouse to Pharmacol seemed to be the best option, knowing that, ultimately, Abgenix’ revenue would depend on ABX-EGF sales. Indeed, sales, if the drug succeeded past clinical phases II and III and got FDA approval, were forecast to reach $700 million a year in ten years, of which, Abgenix would get a 10% fee as perpetuity. Thus, although they had had no relationship with Pharmacol in the past, the company’s reputation and savoir-faire in drug marketing assured Abgenix a sturdy stream of revenues was the drug to reach the market. In addition to these royalty fees, Pharmacol would make some initial payments during clinical testing, which offset the potential risk of failure. In sum, handing off ABX-EGF was as risk-free an option as it gets. Even in the worst case scenario, with ABX-EGF not making it to phase III (as going into phase II was practically certain) Abgenix would still get some revenues. it was in line with its current business model and did not require from the company any other efforts in terms of marketing and sales. Establishing a joint venture with Biopart Relative to Pharmacol, Biopart is a small industry player, which is not able to carry out an equivalent marketing effort and thus

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