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This current study seeks to examine the effect of pharmaceutical business ecosystem (BE) governance mechanisms on new product development and to ascertain how crucial firm coordination will be in these relationships.

Analysis was based on 173 firms (institutions) selected from pharmaceutical BE. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using structural equation modeling in Amos (v.23).

Findings showed that both relational and contractual governance mechanisms had direct positive effects on new product development of keystone. These effects were, however, partially mediated by coordination among the pharmaceutical BE members.

The development of COVID-19 vaccines across the globe has taught us that innovation and speedy development of pharmaceutical drugs are very essential. New product development success could however be achieved through effective coordination and proper governance mechanisms.

Business ecosystem, considered a network of actors, with varying degrees of multilateral, nongeneric complementarities and nonhierarchically controlled relationship, tends to pose problems for keystones. Very limited attention has however been paid to the governance mechanisms and coordination within the BE, especially in the pharmaceutical industry, which has proved its worth in this season of COVID-19.

Pharmaceutical market value in Iran exceeded to more than US$4bn in 2013, indicating annually over 20 per cent growth. In the past decades, Iranian pharmaceutical industry was supported by government policies, namely, generic substitution, import limitation and local production support; however, the local pharmaceutical manufacturer’s market share in value has been decreased gradually. This study aims to provide historical data on Iran pharmaceutical market to show the importance of new product development to attain greater market share and tries to motivate the pharmaceutical industry located in developing countries to develop more innovative medicines.

This is a descriptive cross-sectional study that investigates the Iranian pharmaceutical market by focusing on new products over a five-year period (2009-2014), and that was augmented by an expert panel to rank subjectively firms’ performance indicators to shed light on the importance of new product development to firms’ performance.

The expert panel results find out that new product development is one of the most important “result indicators” for Iranian pharmaceutical companies. Historically, in line with the experts’ opinion on the new product development, the Iranian pharmaceutical industry has shown its capability to develop new medicines by developing 3,095 new products (mostly new-to-firm) across about 100 firms. Despite this fact, the share of local manufacturers in new medicines’ market decreased from 52 per cent at the beginning of studied period to 24 per cent at the end, and the gap between the unit value of imported and domestically produced medicines has been significantly increased due to low-innovative medicines locally produced.

This research was challenged with limitations such as lack of reliable published data on new medicines in the Iran pharmaceutical market.

This study highlights the fact that developing more innovative products in the generic pharmaceutical industry such as Iran can grant its market share.

This is an original study that shows the effect of innovative product development on market share through historical data.

Intentions of managers of pharmaceutical multinational enterprises (MNEs) to adopt business strategies, which will aid global health and wellbeing, are in some ways linked with their understanding of the returns that their company will receive from these investments. However, the MNE’s managers are unaware of business strategies that will allow them to link their business activities with the corporate objectives of contributing to Sustainable Development Goals (SDGs). Pharmaceutical companies are moving toward monopolistic practices by acquiring local companies for manufacturing purposes or by engaging local companies in contract manufacturing and directing the focus of these companies away from innovation and toward profit making. At the same time, pharmaceutical MNEs are promoting global health and wellbeing as their SDGs. This study uses knowledge from existing sources and expert insights to explain the returns that MNEs can get from their investments related to global health and wellbeing. One of the important recommendations from the ethical point of view is engaging local firms in the innovation process; from the marketing perspective, this study recommends the use of a corporate brand and not a product brand for offering generic medicines. The operations perspective explains how MNEs can incorporate the social agenda into their mainstream business strategies. Limitations of the study are discussed, and avenues for future research are explained.

In a discourse on theology, “evil” is for certain scholars denoting the “absence of good.” When management, as being the totality of practices, technique, routines and standard operating procedures is perceived to do more harm than good, is it evil. Presents a narrative study of pharmaceutical research. According to a strategic management agenda, laboratory pre‐clinical research is seen as a core competence that delivers new chemical entities that become candidate drugs. Pharmaceutical researchers in discovery and development phases reject managerial practices because they in various ways limit scientific activities and impose control mechanisms. At the same time, pharmaceutical researchers emphasize the importance of leadership. The absence of genuine leadership and the emergence of managerial practices entailed a feeling of melancholia and loss of a successful past that will never be seen again, among the pharmaceutical researchers.

Speed in new product introduction is a critical dimension of competition facing many firms in high‐tech industries. This is especially becoming more evident with shorter technological life cycles and increasing global competition. The dependent variable of interest studied is pharmaceutical firms′ ability to develop global new chemical entities (NCEs). Defines global NCEs as drugs that are approved in six major industrialized countries within four years of introduction. Using logistic regression, four variables were found to have a significant influence on firms′ ability to develop global NCEs: technological familiarity, product differentiation, competitive intensity and internal R&D skills. Discusses the managerial implications of these findings.

This study empirically aims to examine the relationship between Bangladesh’s pharmaceutical industry growth and macroeconomic indicators such as the inflation rate, gross domestic product (GDP) growth, foreign direct investment (FDI) inflows, exchange rate and export growth through the long- and short-run relationship.

Using the time series data from 1986 to 2020, this study was developed based on the autoregressive distributed lag (ARDL) framework for co-integration. In contrast, the Toda–Yamamoto Granger Causality approach was also used for finding the direction of causality.

This study used the ARDL bounds test, which found strong co-integration among the variables, indicating a long-term relationship between them. In the long run, inflation, exchange rate and export growth significantly positively influence the pharmaceutical industry’s growth. Surprisingly, an FDI inflow has a negative impact. In the short term, the exchange rate and GDP growth were found to influence the growth of the pharmaceutical industry positively. Bidirectional causality between the growth of the pharmaceutical industry and the exchange rate was also identified using the Granger causality approach.

This paper emphasizes developing the policy as well as making concrete decisions regarding the development of the pharmaceutical industry and economic development in Bangladesh. The results also highlight the necessity for strategic macroeconomic management to support this sector’s long-term development and global competitiveness.

To the best of the authors’ knowledge, this paper is conducted to identify the short- and long-run relationship of pharmaceutical industry development with the economic indicators and progress, where no study has been found on this dimension.

Reports exploratory research focusing on this neglected area based on semi‐structured interviews with R&D and marketing managers of major international pharmaceutical companies. Major findings include the fact that few of the responding companies integrate marketing and R&D in the formulation of product development strategy which is a considerable source of resentment between the marketing and R&D functions. Also, whilst the move from functional specialisation to cross‐functional therapeutic teams is effective in focusing NPD activity and delivering projects on time, they ignore innovative opportunities that are not directly related to the project. External specialist companies are an increasingly important source of innovation and the ability to manage them effectively is essential for maintaining competitive advantage in the pharmaceutical industry.

Pharmaceutical companies are faced with identifying development compounds for their Drug Development Processes (DDPs) that will not only gain approval for sale by the regulatory agencies, such as the Food and Drug Administration (FDA), but also establish a sustainable and profitable market presence. This identification of compounds for the DDP includes projection of objective criteria, such as ability to generate revenue and profitability (Financial) and safety and efficacy (Clinical), as well as more subjective criteria, such as determination of insurance coverage by payers, such as the Centers for Medicare and Medicaid Services and pricing (Reimbursement), ability to produce a product of consistent quality (Manufacturing), and attain approval for sale in a timely manner (Registration). The Analytical Hierarchy Process (AHP) is a multi-criteria decision model that can integrate both objective and subjective information. This study applies the AHP methodology to the identification of compounds resulting in a dynamic application of the model that can be used by pharmaceutical companies to determine the best compounds to put in the DDP, at a time when the cost of conducting clinical evaluations for development compounds is very high and global market conditions are evolving.

This study aims to access, analyze and highlight opportunities and problems of the Indian pharmaceutical sector in the broader national health-care industry. The recent changes in the field, at the institutional and corporate levels, have placed India in the spotlight of the global pharmaceutical market, but several threats and weaknesses could limit this expansion.

Descriptive and inferential analyses have been based on empirical data extracted from authenticated data sources. Subsequently, a narrative strengths, weaknesses, opportunities and threats analysis was performed based on the results of prior investigations and on qualitative data that were retrieved from a marketing intelligence examination to generate an overall scenario analysis.

Indian pharmaceutical companies have faced several challenges on various fronts. In the home market, drug prices are controlled by the drug price control order; therefore, there is strong pressure on revenues and subsequently on costs. In the international market, threats derived from pharmaceutical multinational companies are emerging as tough obstacles to overcome.

More focus on patents for innovative drugs is required, instead of concentrating primarily on generic drugs. There is a need for policymakers to work on the sustainability and development of the industry, while the companies must redesign their orientation toward enhancing innovation capabilities. In addition, at the level of corporate strategy, firms should establish collaborations and alliances and expand their industrial marketing vision.

This study provides a global overview of the potential growth and development of the Indian pharmaceutical sector, comparing it with internal trends and external competition. The most relevant contribution of the research relies on the shift to innovative production that Indian companies must adopt (after years of focusing only on generic drugs), and in this vein, appropriate industrial marketing solutions are indispensable.

Purpose – This chapter explores the pharmaceutical industry's strategic utilization of empowerment discourse in two realms: direct-to-consumer advertising (DTCA) and clinical drug development.

Methodology – It draws upon two research projects that examine the role of the pharmaceutical industry in the political economy of healthcare in the United States: Ronald's policy analysis and participant observation of DTCA policy hearings and Fisher's participant observation and interviewing of the clinical trials industry.

Findings – Empowerment rhetoric is mobilized by the pharmaceutical industry to create specific expectations about patient-consumer behavior, particularly the responsibilities associated with the consumption of drugs.

Research implications – The social and economic implications of DTCA and drug trials must be understood within their broader historical and contemporary contexts of health advocacy, consumerism, and medical neoliberalism.

Practical implications – The chapter offers alternative constructions of healthcare subjects and pharmaceutical practices that can mitigate the power of the pharmaceutical industry and bring about better pharmaceutical governance.

Originality/value of chapter – By analyzing findings from two empirical projects, this chapter is able to shed light on trends in the pharmaceutical industry's discourse about empowerment and consumption from the clinical testing to marketing of new drugs.