Pharmaceutical enterprises’ market entry strategies

2020

The pharmaceutical sector encompasses a wide range of business activities – research and product development, manufacturing, marketing, international business, wholesale, retail and services. Consequently, it is facing the contemporary challenges of globalisation, sustainable development, social, economic and political change. At the same time, pharmaceuticals have a significant impact on the provision of health care, which limits the freedom of business. In framework of this research the applicability of the International business theories to pharmaceutical sector, as well as the major factors influencing the enterprise’ choice of the market entry mode are explored. The organisation of hea…