Think global, act local

Abstract

Pharmaceutical companies, for so long highly successful in R&D and international marketing, are facing broader challenges in the fight to retain profit levels in an increasingly competitive global market. Companies currently trading within the $400 billion plus pharmaceutical industry are experiencing an unprecedented level of global competition, as well as demand for increased customisation, volatile end-consumer demand and shorter product lifecycles. To make the situation even more complex, the pharmaceutical supply chain now covers many countries where different customs and cultures come into effect and distribution is organised over various tiers. As a result, lack of co-operation or collaboration can be highly disruptive - particularly where companies are expected to react immediately to sudden changes in demand.