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Remicade/Simponi: Confidential Instructions for J&J Business Team

 Guhan Subramanian and Rhea Ghosh  
Product number:
HLS 11-13
17 pages
Product Type:
Link to Faculty Author Page:
Link to Free Educator Copy:
January 27, 2011


This case series takes from Merck and Johnson & Johnson’s Centocor unit conflict over distribution rights for two arthritis drugs, Remicade and Simponi. This case series allows students to negotiate their own agreement heading into arbitration with specific instructions for both business and legal teams from each organization.

Learning Objectives

The case series allows participants to apply core concepts such as BATNA, reservation price, and ZOPA, while also requiring them to consider more complex and challenging issues, such as uncertainty surrounding possible arbitration and multiple possible deal structures.

Subjects Covered

Mergers, Acquisitions, Government Regulation, Business Planning


Geographic: Global

Industry: Pharmaceutical

Event Year Begin: 2009

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