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Optimización Enero-Junio 2012 Actividad 7 Actividad fundamental 3

Caso tomado del capítulo 8 del libro: Introduction to Operations Research 7th Edition, Hillier/Lieberman Pueden consultar la versión en español si así lo desean.

La fecha de entrega es el día 17 de mayo.

Realizar incisos a, b, c, d, y e.

PROJECT PICKINGS

Tazer, a pharmaceutical manufacturing company, entered the pharmaceutical market 12 years ago with the introduction of six new drugs. Five of the six drugs were simply permutations of existing drugs and therefore did not sell very heavily. The sixth drug, however, addressed hypertension and was a huge success. Since Tazer had a patent on the hypertension drug, it experienced no competition, and profits from the hypertension drug alone kept Tazer in business. During the past 12 years, Tazer continued a moderate amount of research and development, but it never stumbled upon a drug as successful as the hypertension drug. One reason is that the

company never had the motivation to invest heavily in innovative research and development. The company was riding the profit wave generated by its hypertension drug and did not feel the need to commit significant resources to finding new drug breakthroughs. Now Tazer is beginning to fear the pressure of competition. The patent for the hypertension drug expires in 5 years, and Tazer knows that once the patent expires, generic drug manufacturing companies will swarm into the market like

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CASE 8.3

PROJECT PICKINGS Project Choice Project Hope Project Release

17 Develop a less intrusive birth control method for women. Develop a vaccine to prevent HIV infection. Develop a more effective drug to lower blood pressure.

vultures. Historical trends show that generic drugs decreased sales of branded drugs by 75 percent. Tazer is therefore looking to invest significant amounts of money in research and development this year to begin the...
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