案例3 lundbeck korea1部分关键概念1strategyl andyibs case笔记Final binbinAndy.pdfVIP

Case4-3LundbeckKorea

Part1:

►Keyconcepts:

1.Strategy:

GlobalStandardizationvs.TransnationalStrategy

2.EntryMode:

Licensing;Jointventure;whollyownedsubsidiaries

Entrymodecontrolstrategy

3.Orgarchitecture:

People;structure(reportingstructure);controlsystem;process;culture

4.Wheretoproduction(country;tech;product)

Outsourcing

Makeorbuy

Part2:

►Background:

•GlobalMarket-TheCNS(CentralNervousSystem)mkt:

1)Toppharmaceuticalmarkets:US;Japan;Germany;France;UK

2)Remaining19%CNSmkt:emergingeconomies(,SouthKorea)

Smallmarketbuthighrateofgrowth

3)Intensecompetition:Rivalbrandedpharmaceuticalfirms(givennumberyearsofexclusivity;

whentheexclusivityperiodsrunout,thepriceofdrugdropsdramatically)Genericcompetitor

4)Lundbeckhold2%oftotalmktsales

•TheAsianmkt:

1)PharmaceuticalmarketinAisa20%oftheglobalpharmaceuticalindustry

6.4%growthrateayear

BUT:1.SomemktsthroughoutAsiawerevastlydifferentfromothers

Japan(55%mkt;2.4%growthrate)

(17.5%mkt;20%growthrate)

SouthKorea(8.3%mkt)

2.ThepayersystemsalsovariedthroughoutAsia(p332)

►Lundbeck:

•Introduction

1)Research-intensivecompany;leadingCNSpharmaceuticalcompany(Denmark)

2)ManufacturedproductsinDenmarkItaly

3)ResearchfacilitiesinDenmarkUS

4)Owntsalesforcesin55countries

•LundbeckAsia:(RELATETOTHETHEORY)

Period1:licenseitsproductforsalesanddistributionbylocalpharmaceuticalfirmskeyproducts

becomewell-knownthroughoutAisa