全球制药业战略分析（英文版）.pdfVIP

THE GLOBAL PHARMACEUTICAL INDUSTRY Sarah Holland* and Bernardo Bátiz-Lazo** The case looks at the development of the ethical pharmaceutical industry. The various forces affecting the discovery, development, production, distribution and marketing of prescription drugs are discussed in terms of their origins and recent developments. Readers are then invited to consider trends for the future. In late 2003, Britain’s Guardian newspaper commented that, on the face of it, the global pharmaceutical industry “looks like the epitome of a modern, mature industry that has found a comfortable way to make profits by the billion: its global, hi-tech, and has the ultimate customer, the 1 healthcare budgets of the worlds richest countries.” Manufacturers of pharmaceuticals certainly did not appear to be in industry with a looming crisis, yet, declared the newspaper, that was the alarming conclusion of a research report by analysts at investment bank Dresdner Kleinwort Wasserstein. The analysts argued that the worlds largest drugs companies were operating a business model that was unsustainable and “rapidly running out of steam”. The treatment they prescribed was further industry consolidation. This case explores some of the trends affecting the “ethical” (research-based) sector of the industry and invites readers to prepare their own analysis and prescription. [Insert Box 1 around here] INDUSTRY EVOLUTION As described in Box 1, the pharmaceutical industry is characterised by a highly risky and lengthy RD process, intense competition for intellectual property, stringent government regulation and powerful purchaser pressures. How has this unusual picture come about?