Intellectual Property (IP)
Great Ideas!
Exubera; a broken dream
Exubera is a good example of a dream that was shattered before it became reality. Exubera is the brand name of the first formulation of inhalable insulin to receive the US Food and Drug Administration (FDA) approval. The suspected patent infringement of the inhalable insulin claim together with the lack of acceptance by patients prevented the release of Pfizer’s Exubera.
Exubera is a statement for sufficient market research and IP management before developing and launching a product.
‘If you're not failing every now and again, it's a sign you're not doing anything very innovative’ - Woody Allen
