COVID-19 AND EMERGING MARKETS: A STRATEGIC FRAMEWORK FOR PHARMACEUTICAL SUPPLY CHAINS

Abstract

The main aim of this study is to develop a strategic framework to address COVID-19-induced supply chain disruptions within the South African pharmaceutical industry. This study explores the perceptions of 25 pharmaceutical supply chain (PSC) professionals in South Africa. Using semi-structured interviews, the study elucidates strategies such as research and development (R&D), marketing strategies, collaborative supply chain disruption management, and local production that can be instrumental in overcoming PSC disruptions. Results underscore the importance of local R&D initiatives and the integration of digital technologies for enhanced resilience (Ivanov & Dolgui, 2020a; Paul & Chowdhury, 2021). Effective communication, local manufacturing, and strong relationships with suppliers and customers were highlighted as key marketing strategies. Collaborative approaches, including information sharing and joint planning, were deemed crucial, along with the potential of local production to reduce dependence on foreign suppliers (Ivanov, 2020; Socal et al., 2021). This strategic framework can significantly contribute to mitigating the impact of COVID-19 and future disruptions on PSCs in South Africa and other emerging markets. This research contributes a practical, industry-informed strategic framework that addresses a major gap in managing PSC disruptions during global crises. Further research is required to explore the specific interventions and policies that facilitate these strategies (Modisakeng et al., 2020).