• français
    • English
  • English 
    • français
    • English
  • Login
JavaScript is disabled for your browser. Some features of this site may not work without it.
BIRD Home

Browse

This CollectionBy Issue DateAuthorsTitlesSubjectsJournals BIRDResearch centres & CollectionsBy Issue DateAuthorsTitlesSubjectsJournals

My Account

Login

Statistics

View Usage Statistics

Refocusing on R&D model or redefining marketing strategy? Anticipating sustainability for generic pharmaceutical industry

Thumbnail
Date
2014
Dewey
Economie industrielle
Sujet
R&D; Pharmaceutical Industry; Generic medicines; innovation
JEL code
O.O3.O32; L.L1.L15; L.L6.L65; I.I1.I11
Journal issue
Journal of Medical Marketing
Volume
14
Number
2-3
Publication date
2014
Article pages
81-90
Publisher
SAGE JOURNALS
DOI
http://dx.doi.org/10.1177/1745790414556563
URI
https://basepub.dauphine.fr/handle/123456789/14848
Collections
  • LEDa : Publications
Metadata
Show full item record
Author
Barei, Fereshteh
status unknown
Le Pen, Claude
status unknown
Type
Article accepté pour publication ou publié
Abstract (EN)
The repercussions of product innovation crisis in big pharma drive the generic pharmaceutical industry to lower its dependence on original pharmaceutical industry. Moreover, an important change is happening in the classic model of R&D in pharmaceutical industry. How is generic industry coping with this evolution? This study aims to understand how generic firms orchestrate and promote innovation strategy in product portfolio, while ensuring the value creation for a sustainable presence on the market. A qualitative research methodology consisting of a literature review and several in-depth interviews with senior managers working in both the technological and business development areas were realized between 2011 and 2013. The results were analyzed by using Nvivo10 software. Our results show that switching to more investment in R&D is becoming a new marketing strategy in generic pharmaceutical industry. New organizational design of low risk innovation is emerging in the strategies of R&D model, the change is observed in: (1) form of the R&D organization, and (2) the tools for R&D, all aiming to capture the entire markets rather than following them. The classic product vision in generic pharmaceutical industry is evolving toward a new phase with regard to emerging marketing challenges and the demand for low risk innovation models. This implies using new technology platforms in drug delivery, to preserve a competing and sustainable market share.

  • Accueil Bibliothèque
  • Site de l'Université Paris-Dauphine
  • Contact
SCD Paris Dauphine - Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16

 Content on this site is licensed under a Creative Commons 2.0 France (CC BY-NC-ND 2.0) license.