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Eli Lilly and Company: U.S. Sales-Force Management
Spekman, Robert E.; Farris, Paul W.; Gatto, Sheryl
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Eli Lilly and Company: U.S. Sales-Force Management
Spekman, Robert E.; Farris, Paul W.; Gatto, Sheryl Case M-0412 / Published June 22, 1994 / 10 pages.
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The purpose of this case is to expose students to the changing health care delivery environment and how Eli Lilly is considering to respond. Issues converge on managing a sales force under conditions of radical change. Students will confront sales force issues as well as problems with other marketing communications tools.




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  • Overview

    The purpose of this case is to expose students to the changing health care delivery environment and how Eli Lilly is considering to respond. Issues converge on managing a sales force under conditions of radical change. Students will confront sales force issues as well as problems with other marketing communications tools.

  • Learning Objectives