TFM Paulo Diniz Final2011 - UTL Repository - Universidade ...

Abstract
The generic drug industry takes an increasingly important role in the pharmaceutical
industry, society and economy. However, despite its very positive development in
the market, it faces major challenges that may determine their sustainability.
Innovation has been considered central to the development, growth and
competitiveness of companies. However Tidd et al. (2003), among others, argue that
there is no perfect model to manage the innovation process and that this depends on
the specific circumstances of the company.
With the data obtained from a Portuguese generic pharmaceutical company, we
have prepared a case study in order to understand how innovation can play an
important role in the development of competitive advantages in the pharmaceutical
industry of generic medicines.
In this case study we can observe the importance and role that innovation can take in
response to changes in environment and development of competitive advantage,
revealing that organizational innovations can facilitate the process of product
development and process, allowing explore and create knowledge by improving the
efficiency of innovation activities. We can also observe that generic pharmaceutical
companies may change and adapt their organizational structures in times of great
changes in the environment.
It was also noted that technological innovation can enable the generic drug industry
overcome barriers to the entry of generics on the market by developing innovative
products and processes that do not violate the intellectual property granted.
Keywords:
• Innovation
• Generics medicines
• Pharmaceutical industry
• Business development
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