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Published in:
2015 | OriginalPaper | Chapter
Success Factors in Global Product Innovation: An Illustration from the Pharmaceutical Industry
Authors : Poh-Lin Yeoh, Roger Calantone
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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Success in new product development is a critical management issue for many firms in high technology industries. No where is this statement more applicable than for firms in the pharmaceutical industry. This industry remains one of the most profitable among U.S. high technology industries. However, the decades of uninterrupted growth have been replaced by a period of dynamic change and instability brought about by spiralling health care expenditures, heightening generic competition, increasing R&D costs, and shortening patent lives.