%0 Book
%A Pawel Netreba
%D 2010
%C Hamburg, Deutschland
%I Diplom.de
%@ 9783842802834
%T Future Scenarios for the German Pharmaceutical Industry
%R 10.3239/9783842802834
%U https://m.diplom.de/document/227965
%X Inhaltsangabe:Introduction:  The global pharmaceutical industry has been a great success story in recent years. The pharmaceutical industry’s innovative power has significantly contributed to the improvement of the quality of health care. Medical innovations have completely transformed the treatment paradigm, have dramatically increased individuals’ chances of surviving certain diseases such as cancer and heart disease, and have reduced the likelihood and impact of diseases such as HIV/AIDS or arteriosclerosis. From a business perspective, the pharmaceutical industry has been the most profitable one during the last decade. With a median profit margin of 17 percent compared to 3.1 percent for all other industries on the Fortune 500 list, and representing 20 percent of all global research and development (R&D) investments as well as generating revenues of over USD 700 billion, the pharmaceutical industry has visibly shaped the global business world.  However, the pharmaceutical industry is facing an increasingly volatile and uncertain environment. Evolving challenges such as an increase in regulatory state interference including the cost containment measures of health care reform, decreasing R&D productivity, and many blockbusters going off-patent are just some examples of the complexity and upheaval the industry is exposed to. Due to the increasing complexity and volatility, traditional planning tools are no longer suitable to adequately support conventional decision-making processes, since they insufficiently take uncertainty into account.  This problem can be resolved by implementing scenario-based planning. This tool is applied to depict possible future scenarios, i.e., to identify a wide range of possible developments, which makes it a suitable tool in a volatile and complex environment.  Hence, the objective of this thesis is to develop four plausible scenarios and secondly, to determine a core strategy, as well as strategic options for the pharmaceutical industry in Germany. First, an overview of the pharmaceutical industry in Germany is presented and major industry-related opportunities and challenges examined. Second, the theoretical foundation of scenario-based planning and its methodology is discussed. The HHL scenario-based approach to strategic planning is presented and briefly explained. Third, the approach is applied to the pharmaceutical industry in Germany, and four distinct scenarios developed. Finally, a core strategy and strategic […]
%K scenario, planning, strategic, pharma, germany
%G Englisch