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Survival of the Fittest: the Evolution of Big Pharma

Future growth of the pharmaceutical industry will depend upon innovation and - while isolated cost-cutting may provide a brief respite - in the longer term, companies will need to re-examine their entire value chain.

David Stern, Sophie Lamle and Aleksandar Ruzicic at Roland Berger Strategy Consultants (January 2009)

Keywords: A state of flux, Broader landcape, industry-specific issues and action stations, emerging markets

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