Introduction Biopure is a small biopharmaceutical firm specializing in the emerging field of blood substitute products. The company has two main products Oxyglobin and Hemopure. Oxyglobin is a veterinary product for which Biopure has already received US FDA approval. The approval process for Hemopure is currently in the Phase 3 Clinical Trial phase and Biopure expects to get the approval sometime in 1999. The company is at very critical juncture regarding its future strategy for growth and is considering whether to launch its veterinary product Oxyglobin now, or wait until Hemopure has established itself in the marketplace. Based on our analysis of Biopure using CCC and STP frameworks we recommend the company to launch Oxyglobin now at the price given in the detailed analysis below. Analysis The CCC analysis shows that there are huge unmet needs present in both human and veterinary markets and that Biopure products not only address most of the needs, but also have potential to save many lives and change consumer behavior. This makes Biopure products very attractive in bot......

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