Provide a 8 pages analysis while answering the following question: Project Management. Zeropain Project case. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. Acquisitions offer one of the quickest ways for a company to grow and improve performance. they also represent the largest area of risk taking. The acquisition of Teutonia Pharma AG by Alpex was a case of a ‘horizontal’ (DePamphilis, 2002, p7) acquisition where both companies were in the same line of business with the intent of finding operational synergy and an effort to diversify into higher growth products and markets. The fact that Teutonia owned a licence from CPW for the European market made it an attractive preposition for Alpex. However, Alpex paid a premium on the basis of sales projections of a product which was not even tested by the original manufacturer.
Roll (1986) argues that takeover gains are overestimated, if they exist at all. Any bids made over the market price represent an error and are made on the basis of an overbearing presumption by the bidders that their valuation is correct. The entire handling of Zeropain represents an attempt to justify the acquisition. The basic rules for the testing, positioning, promotion, and launch of a product were ignored by Alpex management – to disastrous consequences.
New products are the ‘lifeblood of the research-intensive pharmaceutical industry’ (Taylor et al, 2002, p106-7).
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