Question Details

Students analyze two cases using the information provided in the case and weekly class materials. Written case reports are individual assignments and should not exceed 8 pages. Executive summary and/or abstract are not required for case studies and the only citation used is the case itself. There is no need to conduct external research for these cases as all the required information is contained in the case(s).
Case Assignment
Eli Lilly: Developing Cymbalta
This is a data rich case for marketers. It requires you to identify issues/options, analyze these options and make recommendations. 
Each student will prepare a case analysis (8 pages max not counting the title page or tables/exhibits) making a recommendation with respect to how Eli Lilly should proceed with the clinical development of Cymbalta. This involves:
Explicitly identifying the options facing Eli Lilly as identified in the case. 
Developing the pros and cons of each of the options based on the research data provided. There is considerable research in the case that is directly relevant to the issue at hand (and perhaps other information that is not relevant.) 
As you undertake the analysis of the options, the qualitative and quantitative data in the case needs to be analyzed, interpreted and presented. 
Based on your analysis, make a recommendation regarding which option is the best strategy to pursue. This recommendation needs to be well supported, well-reasoned and persuasive. 
Here are some additional guidelines:
There is no need to conduct additional research; utilize the information presented in the case. 
Organize your case analysis into three sections: Identification of Strategic Issues and Problems, Analysis and Evaluation, Recommendations. The first section should be short. Here is where you define the situation facing Eli Lilly and explicitly identify the alternative courses of action facing the company. The second section is the bulk of the case report; you may want to use subheadings to organize this section. Here is where you present the analysis and evaluation of the information presented in the case including the pros and cons of each alternative. The final section is your recommendation. This should be realistic based on the facts of the case and your analysis; these are not “opinions.” (Note: While a SWOT analysis is a useful tool, it should not be included in the analysis of this particular case.)
Do not waste space repeating facts of the case. Focus on the analysis. This often involves turning raw data into useful information. (For instance, you might note that there is information in the case that can be used to quantify the market potential for a combination pain/antidepressant medication.)
Who is your audience? Assume you are one of the decision makers (read the last paragraph in the case.) The decision has come to a vote. It is essentially your job to vote based on your recommendation. The analysis itself is what led to your decision.
Do you have to make a decision? Yes, you have to decide just as the executives of Eli Lilly must.
Can you refer to tables/figures/exhibits in the case? No. You can, however, create your own. Using tables/figure/exhibits facilitates the organization and presentation of the information and avoids cluttering the text with number after number. In addition, it does not count toward your maximum page limit!
Please do not use first person such as “I think,” “we like,” etc. 
It is not necessary to cite the case in the report. 
There is also no need to include an executive summary, an introduction, a conclusion, company background, etc. Why? It uses up valuable space when there is a strict page limit. 
Refer to the case analysis rubric for specific grading criteria.
Submit a Word document of your analysis in the assignment folder. This should be a professional document carefully proofread for clarity, sentence structure, readability, and writing mechanics. (Note: The cover sheet/title page, tables and/or figures in the analysis and any appendices do not count toward the 8 page maximum.)