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Competitive Strategies Case Study

Case Title:

Patented Drug Companies: Can Effective Product Lifecycle Management Counter the Generic Threat?

Publication Year : 2010

Authors: Ankita D, Thadamalla J, Chaganty S

Industry: Healthcare


Case Code: COM0257IRC

Teaching Note:  Available

Structured Assignment:  Available

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"The dynamic global pharmaceutical market has been adopting various competitive strategies for growth and expansion. But the expiry of drug patents has created competitive pressures in the market. Generic and new drugs coming up in the market have resulted in a shorter lifecycle and low sales for patented drugs. The weak entry barriers added more complexity leaving patented drug manufacturers' a difficult task to contain costs as well as find ways to counter the growing threat from the generic drugs. The case facilitates discussion on how patented drugs could maximise returns on investment and adapt to the changing market environment.

Pedagogical Objectives:

  • To product life cycle management.
  • To maximising ROI (return on investment).

Keywords : Drugs; Patent; Generic; Pharmaceutical; Hatch-Waxman act; Research and Development; Lifecycle; Lifecycle management; Challenges; Product lifecycle; Drug safety; Clinical trials; Innovation; Emerging market; Blockbuster model research

Contents : 
Pharmaceutical Industry: Generic and Patented Markets
Factors affecting Global Market place of Pharmaceutical Industry
Challenges for Patented Drugs
Challenges before Pharmaceutical Industry
PLC Management Options
Brands and Patent Holders US Sales 2001
Patent Expiration & Generic Challengers
Loss of Existing Revenues due to Patent Expiry

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