Corporate Strategies for Generic Medicines in Brazil: A Study with the Sector’s Ten Largest Companies<Br>Http://Dx.Doi.Org/10.5585/Riae.V10i1.1710

Authors

  • Silvia Antonio Sfair
  • Dirceu da Silva
  • Mauro Neves Garcia
  • Sérgio Luiz do Amaral Moretti Universidade Nove de JUlho

DOI:

https://doi.org/10.5585/ijsm.v10i1.1710

Keywords:

Generic Drug, Pharmaceutical Industry, Executive Opinion Measurement, Value Creation.

Abstract

In Brazil, generic drugs are considered safe and effective and substantially cheaper than the so-called reference medicinal products. Due to this, generic drugs have become an important sector within the pharmaceutical market. However, topical studies are scarce and researchers focus on health professionals and direct sales. This article looks to expand on the understanding concerning the subject investigating the vision of those responsible for production, its relationship with physicians, government policies and delivery chain management in serving the consumer. To present this objective, in-depth interviews were conducted with ten executives occupying strategic positions in the pharmaceutical industry in general. The sample represents approximately 84% of generic drug sales in Brazil. The results have demonstrated that government performance plays an important role in the marketing of generic drugs to the population, while the drugstore and distributors were identified in this market as growth barriers, due to the practices used at point of sale. Doctors are considered the prime agent in popularizing the use of generic drugs in Brazil.

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Author Biography

Sérgio Luiz do Amaral Moretti, Universidade Nove de JUlho

Professor de Programa de Mestrado e Doutorado em Administra de Julhoção - PMDA, da Universidade Nove

Published

03.06.2011

How to Cite

Sfair, S. A., da Silva, D., Garcia, M. N., & Moretti, S. L. do A. (2011). Corporate Strategies for Generic Medicines in Brazil: A Study with the Sector’s Ten Largest Companies<Br>Http://Dx.Doi.Org/10.5585/Riae.V10i1.1710. Revista Ibero-Americana De Estratégia, 10(1), 77–101. https://doi.org/10.5585/ijsm.v10i1.1710

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Section

Articles