Corporate Strategy Case Study

Teva Pharmaceuticals’ Foray into Patented Drugs: Tasting its Own Medicine?

OR

Abstract:
Teva Pharmaceutical Industries Ltd (Teva), one of the largest generic drugs manufacturers established in Israel in 1901, specialised in the development, production and marketing of generic and proprietary branded pharmaceuticals globally. In 2007, the company was ranked in the world's top 20 pharmaceutical companies and enjoyed leadership position in the US generic drugs market. Teva grew by using the generic versions of other companies' patented drugs as and when they went off-patent. In 2008, envisaging for better returns, the company began investing heavily in drug research and getting its own patents, but its drugs were being snatched by its generic competitors. It remained to be seen how Teva planned to cope with the drug copycats of its patented drugs besides maintaining its generics portfolio.

Pedagogical Objectives:

• To analyse the growth of Teva Pharmaceuticals.
• To evaluate its marketing strategies in the generic pharma industry
• To analyse the opportunities and challenges in the patented drug manufacturing foray.

Keywords : Teva Pharmaceuticals Limited; Generic drugs market; Patented drugs market; Israel pharmaceutical industry; Pharmaceutical market in the US; Pharmaceutical market in Europe; Challenges in generic drugs' business; Challenges in patented drugs' business; Food and Drugs Administration (USA); Barr Pharmaceuticals Limited; Mergers and acquisitions