ANÁLISE DAS ESTRATÉGIAS COMPETITIVAS DA INDÚSTRIA FARMACÊUTICA BRASILEIRA SEGUNDO A TIPOLOGIA DE CHRISMAN / STUDY OF THE BRAZILIAN PHARMACEUTICAL INDUSTRY COMPETITIVE STRATEGIES BASED ON CHRISMAN S TYPOLOGY

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The aim of this study is to analyze the competitive strategies implemented by Brazilian pharmaceutical companies. This research is based on Chrisman s studies on strategic typologies, identifying the relevant strategies and the existing groups in this industrial sector. The study also relates the strategic positioning of the pharmaceutical companies to the achieved performance and analyzes the impact of the generic drugs launching in the sector. The methodology adopted is based on the analysis of collected database from reports of specialized consulting companies, the survey of strategy and performance indicators, as well as the implementation of statistical procedures. The relation of positioning and performance identified in the period between the years 1999 and 2002 suggests a movement to adoption of cost strategy, against the differentiation oriented focus of the industrial sector before the generic drugs launching. The results also suggest that the great companies are still able to have a superior performance due to their well known marks and operation scale, while smaller companies tend to invest in the generic drugs segment.

ASSUNTO(S)

estrategias competitivas pharmaceutical industry generic drugs medicamentos genericos industria farmaceutica competitive strategies

ACESSO AO ARTIGO

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