{"id":95070,"date":"2025-09-30T11:00:00","date_gmt":"2025-09-30T11:00:00","guid":{"rendered":"https:\/\/businessschool.luiss.it\/news-en\/strategie-di-riposizionamento-il-caso-sandoz-italia-negli-equivalenti-branded-2023\/"},"modified":"2025-11-19T16:22:51","modified_gmt":"2025-11-19T16:22:51","slug":"strategie-di-riposizionamento-il-caso-sandoz-italia-negli-equivalenti-branded-2023","status":"publish","type":"post","link":"https:\/\/businessschool.luiss.it\/en\/case-studies\/strategie-di-riposizionamento-il-caso-sandoz-italia-negli-equivalenti-branded-2023\/","title":{"rendered":"Strategie di riposizionamento: il caso Sandoz Italia negli equivalenti Branded (2023)"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"1000\" src=\"https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/10\/Strategie-di-riposizionamento-1.png\" alt=\"Strategie di riposizionamento: il caso Sandoz Italia negli equivalenti Branded\" class=\"wp-image-95114\" style=\"width:404px;height:auto\" srcset=\"https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/10\/Strategie-di-riposizionamento-1.png 1000w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/10\/Strategie-di-riposizionamento-1-810x810.png 810w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/10\/Strategie-di-riposizionamento-1-450x450.png 450w, https:\/\/businessschool.luiss.it\/wp-content\/uploads\/2025\/10\/Strategie-di-riposizionamento-1-768x768.png 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure><\/div>\n\n\n<p class=\"has-medium-font-size\"><strong>Autore<\/strong>: Matteo G. Caroli<\/p>\n\n\n\n<p style=\"display:none;\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Abstract<\/strong>:<\/p>\n\n\n\n<p>Il presente Teaching Case \u00e8 stato redatto grazie alla collaborazione con l\u2019Azienda Sandoz S.p.a. Il Gruppo Sandoz, leader mondiale nel mercato dei farmaci generici e biosimilari, opera con il purpose di essere pionieri nell\u2019ampliare l\u2019accesso alle cure ad un numero sempre maggiore di pazienti.<br>La partnership prende forma dalla volont\u00e0 della filiale italiana di Sandoz di accrescere la consa- pevolezza nella GEN-Z rispetto a tematiche sociali quali la differenza tra farmaci equivalenti e biosimilari, l\u2019accessibilit\u00e0 alle cure e la sostenibilit\u00e0 del sistema sanitario. Il progetto condivide inoltre l\u2019obiettivo della Luiss Business School di promuovere lo sviluppo sociale e la sostenibilit\u00e0, attraverso le attivit\u00e0 di formazione, ricerca e consulenza.<br>L\u2019esperienza e le best practice di Sandoz in Italia hanno costituito il cardine per la stesura di un testo utile come strumento didattico addizionale per studenti e futuri professionisti. Sotto forma di racconto, il paper ricostruisce e mostra le attivit\u00e0 di pianificazione strategica che sottendono un posizionamento aziendale nell\u2019ambito del mercato di riferimento.<br>Frutto della collaborazione tra Sandoz e la Luiss Business School, il caso \u00e8 un testo che offre una finestra su attivit\u00e0 e dinamiche aziendali nelle quali i lettori potranno essere coinvolti nel corso della carriera professionale.<br>L\u2019obiettivo \u00e8 quello di permettere agli studenti di \u201centrare in azienda\u201d, immedesimandosi in tutte le funzioni coinvolte all\u2019interno di un processo di riorganizzazione strategica; attraverso la lettura e la discussione del materiale, si favorisce la maturazione nel discente di un approccio critico alle problematiche aziendali e della capacit\u00e0 di individuare una soluzione efficace e coerente con il contesto aziendale.<\/p>\n\n\n\n<p><a class=\"button arr featured-links\" href=\"https:\/\/businessschool.luiss.it\/rapporto-tra-pa-e-pmi\/wp-content\/uploads\/sites\/331\/2025\/11\/Sandoz_case_02-1.pdf\" title=\"\">Download Case Study<\/a> <\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Autore: Matteo G. Caroli &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Abstract: Il presente Teaching Case \u00e8 stato redatto grazie alla collaborazione con l\u2019Azienda Sandoz S.p.a. [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":95109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[1189],"tags":[1431,1809,1810,1520],"Master":[],"class_list":["post-95070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-mercato-en","tag-pianificazione-2","tag-riorganizzazione-2","tag-strategia-en"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/95070","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/comments?post=95070"}],"version-history":[{"count":6,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/95070\/revisions"}],"predecessor-version":[{"id":95131,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/posts\/95070\/revisions\/95131"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/media\/95109"}],"wp:attachment":[{"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/media?parent=95070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/categories?post=95070"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/tags?post=95070"},{"taxonomy":"Master","embeddable":true,"href":"https:\/\/businessschool.luiss.it\/en\/wp-json\/wp\/v2\/Master?post=95070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}