Fisons’ pharmaceuticals division, including delays for approval of
drugs from the US Federal Drug Administration. By 1992 institu-
tions were questioning the board’s failure to manage effectively
both its business and its investor relations and share prices plum-
meted.
Learning points
This case study charts the rise and fall of Fisons Plc. It provides a
good insight into how a company failed to develop appropriate
relationships with a wide range of influencer markets. These
include shareholders, the business press, the financial press, the
popular press, City analysts, environmentalists, local government
and central government. It also failed to manage its internal affairs
in terms of product quality with respect to new product develop-
ment. As a consequence, it disenfranchized the Federal Drug
Administration – a critical influence market who had to approve
Fisons’ drugs.
Broad marketing and strategic issues:
●managing a diverse range of businesses in a ‘mini-conglomerate’
●adding value to commodity and generic products
●marketing products under limited patent protection
●the role of governance and external stakeholders
●failure to develop appropriate quality standards.
Relationship marketing issues:
●managing influence markets, including:
●environmentalists
●the financial community
●the media at large
●shareholders
●failing to develop a relationship marketing approach
●managing customer markets.
Fisons is a unique case in that it shows how notto manage relation-
ships with a myriad of markets. The case focuses primarily on influ-
ence markets. However, its failure to manage relationships with key
customers, such as B&Q, is also explored. Although not addressed
specifically in the case, participants involved in a case study discus-
250 Relationship Marketing