What mistakes did Eli Lilly make in its product development efforts? Why were those mistakes made?

1) Going back in history, what mistakes did Lilly make in its product development efforts?
2) Why were those mistakes made?
3) As you analyze what lessons Lilly needs to have learned from its past experience, apply those lessons to the innovation projects on Larry Ellingson’s current agenda. Is he pursuing the right opportunities? What should he do to ensure the success of these efforts?

The case summarizes Eli Lilly’s history of innovation in its business, describing how the dimensions along which innovations have been made in the industry have changed. Lilly’s innovation strategy has been to pursue ever higher performance products, while others in the industry have pursued more convenient products. At the time of the case, Lilly is contemplating offering services, not just products, to diabetic patients.

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