AbstractsBusiness Management & Administration

GlaxoSmithKline: the shifting from Patented to Generic Drugs

by Adelaide Addison

Institution: Roskilde University
Year: 2012
Keywords: 10.575
Record ID: 1120970
Full text PDF: http://rudar.ruc.dk/handle/1800/9473


Project description: Company name - GlaxoSmithKline The main aim of this project is to discuss and analyse the company’s diversification strategy into generics. GlaxoSmithKline is one of the largest research-based pharmaceuticals and health care companies with the mission of improving the quality of human life by enabling people to do more feel better and live longer. The focus of the company lies in three different strategic areas such as delivering sustainable growth, reduce risk and improve their long-term financial performance. By • Growing a diversified global business • Delivering more products of value • Simplifying the operating model The company entered into branded generics through an alliance with South Africa's Aspen Pharm care Holdings, a major supplier of branded and generic pharmaceutical drugs. Due to this significant shift from patented drugs to branded generic drugs for emerging markets, it forms the basis of our project to look into the challenges and opportunities that GlaxoSmithKline would foresee in its change of strategy. PROBLEM FORMULATION: How has branding strategy helped GSK in the shift from patented drugs to generic drugs? • How has brand positioning been useful to GSK? • How has GlaxoSmithKline been affected by the transformation from patented drugs to branded generic drug through branding strategy?