Valuation of Damage
A multinational group operating in the pharmaceutical industry required VVA Expert Opinion to provide the quantification of the economic damage caused by the implementation of an inadequate marketing strategy by the distributor in various countries, in light of the market potential of an innovative product.
The group required assistance in quantifying the economic damage due to the inadequacy of the marketing strategy and the insufficiency of clinical trials investments, contrary to the provisions set forth in the exclusive distribution agreement with multi-country geographical scope of an innovative product. By analysing the therapeutic indications of the product and the industry best practices in marketing, the ‘unexploited’ market potential and the resulting economic damage were appraised.
Upon completion of the hearings, the economic damage was acknowledged according to the conclusions reported in the opinion.
