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Strategy & structure of the pharmaceutical industry


  • Bernardo Batiz-Lazo

    (Open University Business School)

  • Sarah Holland



The case looks at the development of the modern pharmaceutical industry with an emphasis on events in the late 1990s. The various forces affecting the competitive environment around the discovery, development, production, distribution and marketing of prescription and non- prescription drugs are discussed in terms of their origins and recent developments.

Suggested Citation

  • Bernardo Batiz-Lazo & Sarah Holland, 2002. "Strategy & structure of the pharmaceutical industry," Industrial Organization 0211018, EconWPA.
  • Handle: RePEc:wpa:wuwpio:0211018
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    JEL classification:

    • L - Industrial Organization

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