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Essay / Research Paper Abstract
This
12 page report discusses the various issues associated with the ways in which the
pharmaceutical industry has faced the challenges and rewards of globalization.
Bibliography lists 7 sources.
Page Count:
12 pages (~225 words per page)
File: D0_BWglophr.rtf
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Unformatted sample text from the term paper:
with the industry. By its very nature, that industry has to look toward research, innovation, and the most up-to-the-minute technologies. Often denounced as profiting through the misery of human beings,
most pharmaceutical companies and their employees prefer to think of themselves as making a difference in peoples lives and providing the opportunity for greater health and well-being. That is certainly
the primary focus of any pharmaceutical companys marketing efforts. Therefore, such marketing efforts must be able to tie together the many components of technology in order to better market its
products and promote its corporate image. Numerous developments have supported and strengthened the realization that the potential rewards of a global approach to marketing are nearly immeasurable. For
example, the debate regarding direct-to-consumer (DTC) marketing has changed the way pharmaceutical industries operate in the U.S. and may change their approach in the European Union. Other, much more broad-based
issues, include: population growth, as well as population aging; increased per capita spending in developing countries; and, unmet medical needs of diseases such as AIDS (which requires an increase in
the global availability of treatment). Furthermore, the increased focus on greater patient responsibility and consumer involvement in health care decision making has caused a greater demand for information, as well
as product. That information is made available through the increased and strategic use of global communication tools, such as the Internet. With such a wide array of possibilities at hand,
the pharmaceutical industry must be fully cognizant, enthusiastic, and aggressive in terms of using the remarkable marketing opportunities of the Internet that are available to it. International Competition
and the Pharmaceutical Industry Competition and the "intensity of rivalry" (to use one of Harvard professor and business writer Michael Porters terms) between the existing pharmaceutical "giants" (and those
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