Abstract
The environment of the pharmaceutical industry has been relatively stable since the late 1950s. The industry adopted a producer orientation to serve a global market characterized by low sensitivity to price, a relatively large gap between the knowledge of manufacturers and customers, and a very tenuous linkage between cost awareness and cost containment. This enabled companies to follow long-run policies of selling what they could find and make at premium prices. There was little fear of a real competitive challenge, as competition was based not on price but on the ability to introduce a steady stream of patent-protected new products into a steadily growing market.
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References
James BG (1990) The global pharmaceutical industry in the 1990’s: the challenge of change. Economist Intelligence Unit, London (special report 2071 )
James BG (1992) Pharmaceuticals: the new marketing. Economist Intelligence Unit, London (special report R201 )
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© 1994 Springer-Verlag Berlin Heidelberg
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James, B.G. (1994). The Pharmaceutical Industry in 2010. In: Bezold, C., Knabner, K. (eds) Health Care 2010. Ernst Schering Research Foundation Workshop, vol 8. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-03046-2_4
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DOI: https://doi.org/10.1007/978-3-662-03046-2_4
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-662-03048-6
Online ISBN: 978-3-662-03046-2
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