Case study 3

How can we gain independence from our existing European partner?

- - Pharmaceutical Company C was dependent on its global partner in marketing its products in Europe. The Company renegotiated with its partner to turn the out-licence arrangement into a co-marketing one. To their surprise, their partner came back with a very attractive terms to continue with the out-licensing arrangement, adding another hundreds of million pounds to the existing payment arrangement. The Company decided to maintain the licensing arrangement.