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Strategic planning in a regulated trade bloc: The pharmaceutical industry in the European union

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  • Chaudhry, Peggy
  • Dacin, Peter

Abstract

This article reports the results of personal interviews with multinational managers regarding the changing business environment in the European Union (EU). The study investigates pharmaceutical executives' perceptions of significant issues facing their industry in the EU and what types of strategies these managers might consider undertaking to survive in this regional trade bloc. Mahon and Murray's (1981) typology of strategies for regulated industries is used to evaluate the interview data. Overall, the pharmaceutical managers exhibit a reactive response to the changing pharmaceutical marketplace. The article concludes with a discussion of potential strategies for dealing with the regulated framework governing this industry in the EU.

Suggested Citation

  • Chaudhry, Peggy & Dacin, Peter, 1997. "Strategic planning in a regulated trade bloc: The pharmaceutical industry in the European union," European Management Journal, Elsevier, vol. 15(6), pages 686-697, December.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:6:p:686-697
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