Dura Pharmaceuticals Inc., which confidently paid $100 million to license the cephalosporin antibiotics Ceclor CD and Keftab from Eli Lilly in 1996, is finding itself pushed to spend more money in order to defend its investment.

DURA announced last week that it will hire an additional 180 sales people to reverse a trend of flattening market share for Ceclor CD. The hiring spree will give DURA 450 sales reps by year end.