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.