マーケティングリサーチでも変化は外縁から起こるか －『Will 2012 Be The End Of The (MR) World As We Know It?』より－ The drugs industry: Battling borderless bugs. TO GET an idea of where the world's pharmaceutical industry is heading, a leafy complex tucked off a hectic road in Mumbai provides a clue.
In one part of the building, Abbott, an American firm, is developing generic drugs—a privilege it won when it bought the copycat business of Piramal, an Indian firm, for $3.7 billion in 2010. In the other part of the building Piramal is developing new drugs. The American firm wants to sell cheap generics in India; the Indian firm plans to sell original drugs in America. One might think that they were having an identity crisis, if each were not so excited by the switch.
The world's drug industry is in flux. Michael I. Norton. Michael I.
Norton is an Associate Professor of Business Administration in the Marketing Unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams College and a Ph.D. in Psychology from Princeton University. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management.