IJSSH 2015 Vol.5(9): 760-767 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2015.V5.552

Pharmaceutical Innovation Challenges and Strategy (PICS)

Amina Berrached and Abderezak Benhabib
Abstract—The pharmaceutical industry is a particular industry which produces consumer goods of a different nature with an infinitely ethical packaging. Actually, the pharmaceutical industry is changing very rapidly. Indeed, the outline of factors behind the rapid transformation of this industry reveals a multitude of factors. Internal factors, which modify the methods of research and development, highly regulated structural factors, as well as a framework that affects strongly the upstream and downstream activity of the pharmaceutical industry. Furthermore, a new field of competition has arisen, for several years, between these latter and the generic pharmaceuticals, less expensive for consumers, creating a sharp decline in the prices of brand ones called Princeps. Adapting the strategy and the organization through new approaches contribute to the emergence of a new model of R & D, more conducive to innovation, in order to preserve the capacity of innovation, which constitutes a supporting pillar of the business model of this industry. This paper intends to identify the overall context in which the pharmaceutical industry tries with great difficulty to adapt itself to it, the solutions and the strategy to be adopted in front of transformations, while the latter part present a practical analysis built on a field survey involving consumers, doctors and medical visitors.

Index Terms—Innovation, blockbuster, credits, princeps, R&D, medicine.

Amina Berrached is with the Laboratory of Management Business and Social Capital-Mecas-Tlemcen, Algeria (e-mail: berrachedamina@ hotmail.fr).
Abderezak Benhabib is with the Mecas Laboratory, Tlemcen, Algeria (e-mail: abenhabib@yahoo.fr).

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Cite: Amina Berrached and Abderezak Benhabib, " Pharmaceutical Innovation Challenges and Strategy (PICS)," International Journal of Social Science and Humanity vol. 5, no. 9, pp. 760-767, 2015.

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