The main goal of the thesis is to sum up the communication mix tools on an example of a selected pharmacy and to evaluate the effect on a consumer's behavior. The OTC drugs group, precisely over-the-counter medications, particularly Coldrex product, was chosen as a target market segment for the examination of the communication tools. This thesis is divided into two parts - theoretical and practical part. The theoretical part deals with the theory of communication and the communication mix, as well as with the specifications of marketing in the pharmaceutical industry; this theoretical part also displays the summary of an important institutions in the pharmaceutical industry. The practical part contains an analysis of communication mix tools in AURA pharmacy Velka Bites, deals with the evaluation of marketing success and gives a proposal for an effective communication campaign of a certain selected pharmacy.

Made available in DSpace on 2016-03-15T19:26:16Z (GMT). No. of bitstreams: 1 Marcio Pereira da Silva.pdf: 1081774 bytes, checksum: 28c866788a038f202e9d8ddf2ba12ef9 (MD5) Previous issue date: 2014-08-19 / This study aims to understand the process of learning the skills of sales managers in the pharmaceutical segment to the performance of their duties. The choice to study this particular segment is due to the specificity of their work since, unlike the vast majority of managers, the sales manager works in a foreign environment (extern ambient), ie, without access to the company's office or physical resources. Moreover, few studies discuss the topic in the context and specificity of the pharmaceutical industry. This is a qualitative study that used as data construction strategy semistructured interviews conducted with 12 sales managers of the national and multinational pharmaceutical industry: four primary care business managers, four managers of the hospital business and four managers of government business. To discuss formal, informal and experiential learning, the studies of Watkins and Marsick (1992) and Kolb (1984) were used, and to address skills, above all, the holistic models of Cheetham and Chivers (1998), Le Boterf (2003) and Zarifian (2001) were considered to contextualize the world of the work sales manager in the pharmaceutical industry. The results show that the process of learning the skills of the sales manager occurs more significantly in informal learning experiences in everyday life. The managers barely went through formal learning experiences that were helpful to them in the transition process in career after promotion. Considering the model of Cheetham and Chivers, the four dimensions of competency: cognitive, functional, behavioral and values/ethics were observed, the latter two with significant relevance, due to the strengthening of the political code of conduct of the pharmaceutical industry in recent years. / O presente estudo tem como objetivo compreender o processo de aprendizagem das competências dos gerentes de vendas do segmento farmacêutico para o desempenho das suas funções. A opção por estudar esse segmento se deve à especificidade da sua atividade profissional, dado que, ao contrário da grande maioria dos gestores, o gerente de vendas trabalha em um ambiente externo, ou seja, sem acesso aos recursos físicos da empresa ou escritório. Além disso, poucos estudos versam sobre o tema no contexto da indústria farmacêutica. Trata-se de um estudo qualitativo que utilizou como estratégia de construção de dados entrevistas semiestruturadas realizadas com 12 gerentes de vendas da indústria farmacêutica nacional e multinacional: quatro gerentes do negócio primary care, quatro gerentes do negócio hospitalar e quatro gerentes do negócio de governo. Para discutir aprendizagem formal, informal e experiencial recorre-se aos estudos de Watkins e Marsick (1992) e Kolb (1984), para tratar de competências considerou-se, sobretudo, o modelo holístico de Cheetham e Chivers (1998), bem como Le Boterf (2007) e Zarifian (2001) para contextualizar o universo de trabalho do gerente de vendas da indústria farmacêutica. Os resultados demonstraram que o processo de aprendizagem das competências do gerente de vendas ocorreu de forma mais significativa pela aprendizagem informal em experiências vividas no dia a dia. Os gestores pouco passaram por experiências de aprendizagem formais que os ajudassem no processo de transição na carreira quando foram promovidos. Considerando o modelo de Cheetham e Chivers, as quatro dimensões da competência: cognitiva, funcional, comportamental e valores/ética foram observadas, estas duas últimas com significativa relevância, em virtude do fortalecimento das políticas de código de conduta da indústria farmacêutica dos últimos anos.

[pt] A responsabilidade social corporativa é um tema de bastante destaque atualmente. Para as empresas, investir em ações socialmente responsáveis tem se tornado essencial visto que o investimento pode resultar em melhoria da imagem corporativa, vantagem competitiva e retornos financeiros, além de conferir legitimidade à organização. O conceito de responsabilidade social corporativa abrange as relações da organização com seus stakeholders e as ações ocorrem em diversas áreas, sendo a área social a que mais se destaca no Brasil. O objetivo desta dissertação é compreender, como tem ocorrido a institucionalização da responsabilidade social corporativa em empresas farmacêuticas e os impactos e as consequências deste processo nas comunidades alcançadas pelos projetos sociais realizados por essas empresas. Para isto foi feita uma revisão da literatura sobre responsabilidade social corporativa, teoria dos stakeholders e teoria institucional e uma pesquisa qualitativa e descritiva. Foi realizada pesquisa documental, entrevistas, aplicação de questionários e elaborados estudos de caso de quatro empresas farmacêuticas. Os dados coletados foram submetidos à análise de conteúdo e posterior triangulação. Os resultados desta análise sugerem que a responsabilidade social corporativa nas empresas farmacêuticas estudadas está caminhando para um estágio de total institucionalização com algumas características ainda do estágio institucional. Além disso, a evolução da responsabilidade social corporativa e sua institucionalização nestas empresas têm tido impactos positivos nas comunidades no entorno, pois são realizados trabalhos sociais bem estruturados e cujos resultados são satisfatórios e distanciam-se do simples assistencialismo. / [en] Corporate social responsibility is a very prominent subject nowadays. For companies, investing in socially responsible actions has become essential since this kind of investment can result in a better corporate image, competitive advantage and financial returns. Moreover it legitimates the organization. The concept of corporate social responsibility includes the organization s relationship with its stakeholders and the action occurs in several areas, being the social area the one that stands out in Brazil. The purpose of this dissertation is to understand how has been occurring the corporate social responsibility institutionalization in the pharmaceutical companies and the impacts and consequences of this process to the communities reached by the social projects undertaken by those companies. A literature review about corporate social responsibility, stakeholder theory and institutional theory was conducted along with a qualitative and exploratory research. Documentary research was conducted and interviews, questionnaires and case studies were prepared about four pharmaceutical companies. The collected data were submitted to content analysis and subsequent triangulation. The results suggest that corporate social responsibility in considered pharmaceutical companies is moving to a stage of full institutionalization with some features of the institutional stage. Besides, the evolution of corporate social responsibility and its institutionalization in these companies have shown positive impacts on communities due to well-structured social actions performed. The results are satisfactory and different from simple philanthropy.

Une industrie pharmaceutique locale forte est l’une des assises d’un système sanitaire efficace. L’objectif de ce travail est de contribuer à l’optimisation du cadre juridique en vue de l’essor de ce secteur d’activités en Côte d’Ivoire. Partant d’une description des textes législatifs et réglementaires applicables à l’industrie pharmaceutique, nous avons recherché et analysé les facteurs qui conditionnent le développement du secteur et enfin avons formulé des axes d’optimisation. Le corpus juridique ivoirien sur l’industrie pharmaceutique en vigueur définit un cadre normatif, institutionnel et professionnel organisé. L’ouverture du capital aux non pharmaciens par la législation de 2015 est à saluer. Toutefois, il conviendrait d’adopter de véritables mesures de promotion à l’implantation de laboratoires pharmaceutiques et une certaine protection du marché pour soutenir les premiers pas de développement. La volonté politique et l’ambition des acteurs du secteur sont primordiales. Une coordination des mécanismes juridiques à travers une politique attractive permettra de relever le défi de l’industrialisation pharmaceutique. / A strong local pharmaceutical industry is one of the foundations of an effective health system. The aim of this work was to contribute to the optimization of the legal framework for the development of the pharmaceutical industry. Starting from a description of the legislative and regulatory texts applicable to the pharmaceutical industry in Côte d'Ivoire, we have researched and analyzed the factors that condition the development of this sector of activity and finally formulated axes of optimization. The Ivorian legal corpus on the pharmaceutical industry in force defines an organized normative, institutional and professional framework. The opening of the capital to the non-pharmacists by the legislation of 2015 is to be welcomed. However, genuine promotion measures for the establishment of pharmaceutical laboratories and some protection of the market should be adopted to support the first steps of development of the sector. The political will and ambition of the players in the sector are paramount. Coordination of legal mechanisms through an attractive policy will make it possible to meet the challenge of pharmaceutical industrialization.

La question de l’accès aux médicaments fait l’objet d’une littérature importante autour de la collision entre desmodèles industriels fondés sur la protection de la propriété intellectuelle par les brevets et des systèmes de santégrevés par les prix élevés des médicaments.L’histoire de l’accès aux traitements antirétroviraux en Afrique du Sud depuis le début du XXIème siècle met enévidence le choc entre des modèles industriels fondés sur la propriété privée et la montée d’une coalition multiniveauxpromouvant le droit à la santé, choc qui atteint son paroxysme lors du très médiatisé « Procès de Pretoria »en 2000. Cette histoire traduit la difficile rencontre entre deux ordres juridiques internationaux sans pour autantfournir d’indice sur la façon dont la politique de couverture universelle en médicaments se construit concrètementen Afrique du Sud.Cette thèse élargit considérablement la question de la régulation du médicament en ne la cantonnant pas à uneexplication en termes d’opposition frontale entre une vision marchande et une vision sanitaire. L’étude de lapolitique du médicament sud-africaine trahit un écheveau de transactions entre le gouvernement et l’industrie quicontribuent à reformuler constamment les trois piliers du secteur du médicament : les systèmes de santé, lescapacités de production industrielle ainsi que les dynamiques de l’innovation.Les politiques du médicament doivent être lues à l’aune de ces interdépendances historiques et fondatrices de l’Etatcapitaliste sud-africain. La recomposition des priorités du gouvernement autour des impératifs de santé ne marquepar la rupture avec l’industrie pharmaceutique mais la reconfiguration de l’ensemble des relations entre la puissancepublique et l’industrie. L’enjeu de cette thèse est de remettre au centre les interactions entre la configuration despolitiques du médicament et la réorientation des modèles industriels pharmaceutiques. / Access to medicines has been at the core of an extensive literature. They usually highlight the collision betweenhigh-cost patented medicines promoted by industry and their increasing pressure on health spending.The timeline of access to antiretroviral treatments in South Africa since the beginning of the XXIth century castsa light on the struggles between industrial models based on private property and the rise of a multi-level coalitionwhich promotes the right to health. These struggles are epitomized by medias during the “Pretoria trial” in 2000.This case betrays the thorny encounter between two international bundles of rights without giving any clue on theconcrete construction of universal medicines coverage policy in South Africa.This thesis broadens the issue of medicines regulation by overcoming the contradictions between market and publichealth. It shows that government and industry keep strong contacts which have a deep impact on the three pillarsof the medicines sector: health systems, industrial capacities and innovation.Medicines policies emanate from these historical fundamental interdependences which are at the basis of statebuilding. The shift of governmental priorities towards public health does not entail the ostracism of pharmaceuticalindustry but the total reshaping of relations between public authorities and industry. What is at scope in this thesisare the links between the configuration of medicines policies and the mutation of pharmaceutical industrial models.

<p>Private organizations are facing organizational field pressures which need to be addressed from an economic and ethical point of view in order to be sustainable in the long term. The present research study analyzes the role of the Pharmaceutical Industry as a provider of a social good and its responsibility towards its organizational field and stakeholder network. On the one hand it is argued that the mentioned industry should be profitable in order to make investments in research and development; while on the other hand, the industry must demonstrate engagement in the social sphere because of the good it commercializes, human health care. The Role of Organizational Policies, Codes and Structure will also be studied in order to deepen the understanding of the organization strategy towards Corporate Responsibility Practices.</p><p>This research project presents a case study of AstraZeneca Sweden Corporate Responsibility practices. In this study an Analytical Framework is developed based on institutional theory, the stakeholders' model, deliberative democracy model and business ethics. The mentioned framework will contribute to the understanding of AstraZeneca's Corporate Responsibility practices. The role of the company towards the demands from the outside world that causes the organization to respond and act will be addressed as well as the role of Policies, Codes and Organizational Structure in the Corporate Responsibility practice of the organization. We argue that the managerial response should be based upon a deliberative engagement method, in which all the interest parties are included in the decision making process.</p><p>The study is supported by two interviews which were conducted with key actors and extensive secondary data.</p>

<p>It generally takes 10 to 12 years for a new drug to hit the market. The pharmaceutical industry invests huge sums in these early stages of research and development. In spite of the rapidly rising research and development expenditures fewer and fewer blockbuster drugs are being developed. Longer lead times and aggressive generic post-patent competition have narrowed the timeframe for the pharmaceutical companies to profit on their investments.</p><p>In the face of these threats the pharmaceutical industry has developed a battery of strategies to prolong market exclusivity and to maximize return on investment. These emerging strategies are commonly known as Life cycle management (LCM), which actually is more of a concept than a method. A life cycle is a sequence that stretches all the way from early research and development, through marketing to finally end when the product is withdrawn from the market. By managing the product through these different stages the company can improve the commercial lifespan.</p><p>This thesis analyzes how Life cycle management is implemented in the Swedish pharmaceutical industry. The data is based on interviews from people who are active in the pharmaceutical business. Further, the thesis studies the strategies that AstraZeneca used for their gastrointestinal drugs Losec and Nexium.</p><p>Based on the collected data from the interviews a clear view of the role and involvement of LCM strategies appears. The value and importance of LCM have steadily increased during the last 10 years. LCM is heavily embedded in the decision processes of drugs today. Several strategies such as OTC switching and patent prolongation through pediatric indication application are common practice. The Swedish pharmaceutical industry has a prominent position in the advancement of LCM.</p> / <p>Idag lanseras mindre innovativa nya läkemedel än under 80- och 90-talet. Kostnaderna för att utveckla ett läkemedel har ökat och det tar dessutom längre tid från upptäckt till lansering. Läkemedel har endast en begränsad marknadsexklusivitet som styrs av patentskyddet. Vid patentutgång så utsätts läkemedlet för stenhård konkurrens från aggressiva generika tillverkare. De ställs hårdare krav på forskande farmaceutiska företag för att vara lönsamma i detta klimat.</p><p>Det finns en tydlig trend att läkemedelsföretag har blivit mer beroende av sina storsäljande läkemedel. Ett flertal offensiva strategier har utvecklats för att förlänga lönsamheten hos de mest framgångsrika läkemedlen, t.ex. genom att minska utvecklingstiden, utveckla nya formuleringar och expandera indikationerna. ”Life cycle management” (LCM) är ett samlingsbegrepp på dessa strategier, som används under en produkts livscykel för att förbättra den kommersiella livslängden. Försäljning och marknadsföring för innovativa läkemedel passerar distinkta faser och olika strategier krävs beroende på vilka fas en produkt befinner sig i.</p><p>I denna uppsats analyserar jag hur LCM är implementerat i den svenska läkemedelssektorn. Slutsatserna bygger på data från intervjuer av personer som är sysselsatta inom läkemedelsbranschen. Uppsatsen studerar dessutom de strategier som AstraZeneca har använt för sina två magtarmläkemedel Losec och Nexium.</p><p>Baserat på insamlad intervjudata så framkommer tydligt att LCM är starkt involverat i beslutsprocesserna runt ett läkemedel. Betydelsen av LCM har successivt ökat under de senaste 10 åren. Flera strategier för t.ex. patentförlängning är idag vanligt förekommande. Den svenska läkemedelsbranschen ligger relativt långt fram i denna utveckling.</p>

This master’s thesis compares the OECD transfer pricing recommendations with the transfer pricing rules of the US. The main focus is the ethical pharmaceutical industry and intangible property, in particular marketing intangibles. The Glaxo case is used to illustrate how the US takes advantage of areas of uncertainty to increase the country’s tax revenue. The US shows little consideration for the OECD’s objectives of having a set of universally applicable transfer pricing rules. The purpose of this master’s thesis is to explain and analyze why the IRS took a new approach on marketing intangibles in the Glaxo case, evaluate the global effect of the Glaxo case, and discuss how similar situations should be dealt with in the future. The natural forum to achieve universally harmonized transfer pricing rules is the OECD. When the OECD fails to provide adequate recommendations, the US and other countries take matters into their own hands by constructing rules deviating from the recommendations of the OECD. These rules tend to put the countries’ interests first creating a competitive international transfer pricing community harmful to MNEs. The consequence is a negative effect on global trade and investment. In the Glaxo case the US took advantage of the area of uncertainty regarding intangible property and marketing intangibles to serve its own purpose and came up with a new approach on marketing intangibles. This approach has consequences for all MNEs with affiliates in the US and distributors outside the US. The new approach states that the value of a product is attributable to the marketing activities conducted by a US subsidiary rather than to R&amp;D carried out by a UK parent. The new approach may affect distributors outside the US since the value they have can be allocated to a US affiliate conducting marketing and sales activities. The ethical pharmaceutical industry depends on intangible property and R&amp;D is the most important value-driver in this industry. In addition, the characteristics of the ethical pharmaceutical industry are such that ethical pharmaceutical companies are priority targets of the IRS’s audits. If the IRS’s new approach prevails, the negative consequences for the ethical pharmaceutical industry as well as the society as a whole may be severe. There are three main conclusions and recommendations in this master’s thesis. First, the Member countries of the OECD have to respect the principle of transfer pricing as neutral concept. Second, tax authorities must take into consideration the sound business reasons of MNEs and understand their need for tax predictability. Finally, it is in the interest of all countries to cooperate and establish a uniform interpretation and application of transfer pricing thereby avoiding double taxation and creating a balance in the international transfer pricing community. / Denna magisteruppsats jämför OECD:s rekommendationer gällande internprissättning med de amerikanska internprissättningsreglerna. I uppsatsen fokuserar författarna på internprissättningsproblematiken gällande immateriella tillgångar i läkemedelbranschen, med särskilt fokus på den typ av immateriella tillgångar som uppstår genom försäljning och marknadsföring (marketing intangibles). USA använder sig av områden där rättsläget är osäkert för att öka sina skatteintäkter. För att illustrera detta beskrivs och analyseras Glaxo-fallet. USA visar på så sätt lite hänsyn till ett av OECD:s viktigaste mål; att skapa en universellt harmoniserad tolkning och tillämpning av internprissättning för att motverka dubbelbeskattning och öka möjligheten för multinationella företag att förutse och planera sin skatt. Syftet med denna magisteruppsats är att förklara och analysera varför den amerikanska skattemyndigheten (IRS) valde en ny inställning till marketing intangibles i Glaxo-fallet, utvärdera den globala effekten av Glaxo-fallet och diskutera hur liknande situationer bör hanteras i framtiden. OECD är det mest lämpliga instrumentet för att skapa en internationell konsensus på internprissättningsområdet. Eftersom internprissättning av transaktioner som involverar immateriella tillgångar och särskilt marketing intangibles utgör ett osäkert område med endast lite vägledning från OECD finns det stort utrymme för länder att skapa egna regler och rättspraxis på området. När länder som USA tar saken i egna händer och skapar sina egna regler inom internprissättning tenderar de att sätta sina egna intressen i första rummet. Konsekvensen blir en internationell internprissättningsmiljö där konkurrensen om de multinationella företagens vinster är stor, vilket skadar den internationella handeln och investeringsviljan hos företag. Det är just detta som skett i Glaxo-fallet. Resultatet av Glaxo-fallet blev en ny inställning till hanteringen av denna typ av transaktioner, något som USA länge eftersökt för att lösa problemet med en minskande skattebas. Den nya amerikanska inställningen får konsekvenser för alla multinationella företag med företag i intressegemenskap i USA och distributörer utanför USA. USA sänder nu ut en signal att värdet av en produkt inte styrs utav de år av forskning och utveckling som krävdes för att skapa ett patent av det brittiska moderbolaget i Glaxo-fallet. Istället är det de immateriella tillgångar som uppkommer av försäljnings- och marknadsföringsaktiviteter som tillför en produkt det egentliga värdet. I Glaxo-fallet innebar detta att en majoritet av vinsten av försäljningen av läkemedlet Zantac skulle hänföras till det amerikanska dotterbolaget och därmed beskattas i USA. Inställningen innebär att distributörer utanför USA kan komma att påverkas genom att värdet de tillfört genom forskning och utveckling eller andra viktiga funktioner kan bli mindre betydelsefullt än värdet som tillförs av marknadsföring. Läkemedelsbranschen är beroende av immateriella tillgångar för att kunna fungera och forskning och utveckling är den mest betydelsefulla värdeskapande funktionen inom industrin. Företag i läkemedelsbranschen är dessutom mycket benägna att hamna i blickfånget för internprissättningsrevisioner. Om den nya amerikanska inställningen vinner mark är det mycket troligt att konsekvenserna blir allvarliga både för läkemedelsindustrin och för samhället i stort. I denna magisteruppsats har författarna antagit tre huvudsakliga slutsatser med rekommendationer. Den första är att OECD:s medlemsländer måste respektera principen om en neutral inställning till internprissättning. Som en andra slutsats kan sägas att skattemyndigheter måste beakta de affärsmässiga skälen till de transaktioner som företas av multinationella företag och förstå multinationella företags behov av förutsebarhet beträffande beskattning. Slutligen ligger ett internationellt samarbete i alla länders intresse och en internationell konsensus gällande tolkning och tillämpning av internprissättning skapar balans och motverkar dubbelbeskattning.

Private organizations are facing organizational field pressures which need to be addressed from an economic and ethical point of view in order to be sustainable in the long term. The present research study analyzes the role of the Pharmaceutical Industry as a provider of a social good and its responsibility towards its organizational field and stakeholder network. On the one hand it is argued that the mentioned industry should be profitable in order to make investments in research and development; while on the other hand, the industry must demonstrate engagement in the social sphere because of the good it commercializes, human health care. The Role of Organizational Policies, Codes and Structure will also be studied in order to deepen the understanding of the organization strategy towards Corporate Responsibility Practices. This research project presents a case study of AstraZeneca Sweden Corporate Responsibility practices. In this study an Analytical Framework is developed based on institutional theory, the stakeholders' model, deliberative democracy model and business ethics. The mentioned framework will contribute to the understanding of AstraZeneca's Corporate Responsibility practices. The role of the company towards the demands from the outside world that causes the organization to respond and act will be addressed as well as the role of Policies, Codes and Organizational Structure in the Corporate Responsibility practice of the organization. We argue that the managerial response should be based upon a deliberative engagement method, in which all the interest parties are included in the decision making process. The study is supported by two interviews which were conducted with key actors and extensive secondary data.

It generally takes 10 to 12 years for a new drug to hit the market. The pharmaceutical industry invests huge sums in these early stages of research and development. In spite of the rapidly rising research and development expenditures fewer and fewer blockbuster drugs are being developed. Longer lead times and aggressive generic post-patent competition have narrowed the timeframe for the pharmaceutical companies to profit on their investments. In the face of these threats the pharmaceutical industry has developed a battery of strategies to prolong market exclusivity and to maximize return on investment. These emerging strategies are commonly known as Life cycle management (LCM), which actually is more of a concept than a method. A life cycle is a sequence that stretches all the way from early research and development, through marketing to finally end when the product is withdrawn from the market. By managing the product through these different stages the company can improve the commercial lifespan. This thesis analyzes how Life cycle management is implemented in the Swedish pharmaceutical industry. The data is based on interviews from people who are active in the pharmaceutical business. Further, the thesis studies the strategies that AstraZeneca used for their gastrointestinal drugs Losec and Nexium. Based on the collected data from the interviews a clear view of the role and involvement of LCM strategies appears. The value and importance of LCM have steadily increased during the last 10 years. LCM is heavily embedded in the decision processes of drugs today. Several strategies such as OTC switching and patent prolongation through pediatric indication application are common practice. The Swedish pharmaceutical industry has a prominent position in the advancement of LCM. / Idag lanseras mindre innovativa nya läkemedel än under 80- och 90-talet. Kostnaderna för att utveckla ett läkemedel har ökat och det tar dessutom längre tid från upptäckt till lansering. Läkemedel har endast en begränsad marknadsexklusivitet som styrs av patentskyddet. Vid patentutgång så utsätts läkemedlet för stenhård konkurrens från aggressiva generika tillverkare. De ställs hårdare krav på forskande farmaceutiska företag för att vara lönsamma i detta klimat. Det finns en tydlig trend att läkemedelsföretag har blivit mer beroende av sina storsäljande läkemedel. Ett flertal offensiva strategier har utvecklats för att förlänga lönsamheten hos de mest framgångsrika läkemedlen, t.ex. genom att minska utvecklingstiden, utveckla nya formuleringar och expandera indikationerna. ”Life cycle management” (LCM) är ett samlingsbegrepp på dessa strategier, som används under en produkts livscykel för att förbättra den kommersiella livslängden. Försäljning och marknadsföring för innovativa läkemedel passerar distinkta faser och olika strategier krävs beroende på vilka fas en produkt befinner sig i. I denna uppsats analyserar jag hur LCM är implementerat i den svenska läkemedelssektorn. Slutsatserna bygger på data från intervjuer av personer som är sysselsatta inom läkemedelsbranschen. Uppsatsen studerar dessutom de strategier som AstraZeneca har använt för sina två magtarmläkemedel Losec och Nexium. Baserat på insamlad intervjudata så framkommer tydligt att LCM är starkt involverat i beslutsprocesserna runt ett läkemedel. Betydelsen av LCM har successivt ökat under de senaste 10 åren. Flera strategier för t.ex. patentförlängning är idag vanligt förekommande. Den svenska läkemedelsbranschen ligger relativt långt fram i denna utveckling.