Business Case Studies, Govenrment and Business Environment Case Study, Russian Pharmaceutical Market,The Export Destination

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Case Title:

Russian Pharmaceutical Market: The Export Destination

Publication Year : 2005

Authors: Rittwik Bagchi & Tirthankar Ray

Industry: Health Care

Region:Russia

Case Code: GBE0057K

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The Russian pharmaceutical market was not only one of the fastest growing sectors in the Russian economy but also one of the most lucrative and diverse pharma markets in the world. The domestic drug companies could not meet the huge demand for the drugs due to their incompetence in manufacturing high-end specialized drugs. Further, the Russian consumers also had an affinity for foreign drugs. More than half of the drugs were therefore imported from various countries. Aventis, the French giant, exported the largest volume of drugs to Russia in 2004. India also exported a significant volume of drugs to Russia, with Doctor Reddy’s Laboratory topping the list among the Indian companies in 2004. This case provides an overview of the Russian pharma market, its dynamics and the various strategies adopted by the foreign drug makers.

Pedagogical Objectives:

  • To understand the Russian Pharmaceutical industry
  • To discuss Russia as a potential export destination
  • To analyse the operational hindrances in Russia
  • To debate on the strategies adopted by the foreign drug makers.

Keywords : Government and Business Environment Case Study,Russia, Pharmaceutical market, Export, Aventis, Pfizer, Novo Nordisk, Growth, Subsidiaries, Import, 1998 crisis, Over the counter, Generics, Patented drugs, Shifting loyalties, Doctor Reddy?s Laboratory

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