Introduction: Head-to-head competition has become a defining feature of pharmaceutical markets across multiple therapeutic areas, including disease markets that are large, small, mature or rapidly growing. Companies should strive to optimize their competitive strategy capabilities and utilizing head-to-head studies can be a key determinant of success for large and small pharmaceutical companies alike. This brief analyzes head-to-head competition through the lens of case studies. Scope of this Report: * Head-to-head competition in the pharmaceutical industry and the defining features of these markets is analysed * Case studies from the cardiovascular market, the CNS market, the COX-II market and the oncology market are presented * Forecast sales for all competing products, 2002-2006, are provided. Report Highlights: Case Study 1 - Dyslipidemia: Crestor versus Lipitor versus Zocor Crestor's position is analyzed in the US and Europe. Datamonitor determines whether it will be weaker in Japan due to fierce competition from its third generation rival itavastatin. Case Study 2 - Arthritis: Bextra and Celebrex versus Arcoxia and Vioxx Datamonitor analyzes the delays with Arcoxia in the US and tells you whether or not Pfizer/Pharmacia are likely to pull ahead of Merck in this market. Case Studies 3 and 4- Multiple Sclerosis: Avonex versus Rebif. Oncology: Iressa versus Tarceva versus Erbitux. Will Rebif take substantial market share from Avonex particularly in the US? Will Iressa dominate the NSCLC market and significantly impair sales growth of Erbitux and Tarceva from 2003 and 2004? Find out Datamonitor's insight on the Multiple Sclerosis and oncology markets. Key Reasons to Buy this Report: * Aseess how success stories such as Serono's head-to-head competition comparison of Rebif to Avonex demonstrate the high levels of potential reward * Understand why companies need to effectively plan and execute competitive strategies while managing risk at the same time
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