Innovation and New Product Development Case Study

Pfizer: Dearth of New Products and Future Challenges

OR

Abstract:
By the turn of the 21 st century, despite investing $7 billion a year on R&D, Pfizer has been witnessing constant decline in its productivity. Since 2001, Pfizer's shares have declined by 45% to $25 a share. Analysts estimate flat earnings for Pfizer in 2005 and 1.5% annual decline in its sales through 2010. Under such circumstances, Pfizer has initiated a comprehensive review of its business and the company is expected to undergo a major restructuring in 2005.

Pedagogical Objectives:

• To highlight the challenges faced by Pfizer
• To discuss the future strategies Pfizer would adopt to retain its market position.

Keywords : Pfizer; Pharmaceutical industry; Innovations; Blockbuster drugs; Acquisitions; Licensing; Regulatory measures; Research and development; Lipitor; Food and Drug Administration; Patent expiration; Managing in Troubled Times Case Study; Generic competitors; Ranbaxy Laboratories Limited; Restructuring; Decentralisation

Contents:

• Dearth of Blockbuster Drugs in the Pipeline
• Competitive Challenges
• Is There a Fix?