... that the industry is moving from the era of the "blockbuster drug" to a new operating model known as personalized medicine. While achieving success in research and development continues to define those who will be the industry's winners and losers, other issues are increasingly demanding the attention of top management. First major issue for companies that was mentioned is a recent research [PWCGlobal, 2005] was to successfully develop innovative drugs and enhance R&D productivity. Pharmaceutical companies need to move new products into the market quickly to obtain sufficient benefit from a limited patent life. Most major pharmaceutical manufacturers spend an average of 15% of sales on R&D. Secondly; Reputation Management would be an issue of concern for pharma companies. For many years, the continuous introduction of new and improved drugs has also driven substantial revenue growth in the industry. But there have been a number of recent product recalls despite well ...

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