第一篇：
The Global Pharmaceutical Industry
Sarah Holland (Manchester Business School) and
Bernardo Bátiz-Lazo (London South Bank University)
1. Introduction
The case describes how the prescription pharmaceutical industry has changed since its
modern beginnings in the early 1950s. The various forces affecting the competitive
environment of the industry are discussed in terms of origins, immediate past and
immediate future (2004 onwards). As a result, the note provides insights into the
evolution of barriers to enter and exit the industry for prescription pharmaceuticals,
while aiming to help students to recognise how to set boundaries for an industry.
This is a detailed industry note on the “ethical” pharmaceutical industry which provides
an opportunity to analyse key success factors of major players. The note centres on a
descriptive overview of the predominant issues in the three major Triad market areas:
the US, Europe and Japan (although major issues in emerging markets are also
mentioned). The note covers the overall industry environment with in-depth discussion
of the driving forces in the industry such as globalisation (in particular global regulatory
issues, changing world demographics and worldwide pricing disparities); development
of new technology; the importance of time to market; and amalgamations. The case also
examines issues around corporate social responsibility.



第二篇：
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: it's global, hi-tech, and has the ultimate customer, the
healthcare budgets of the world's richest countries.”1 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 world's 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.