Strategic Marketing for Indian Pharma SSIs to cope with Globalization.

      Аннотация: After the end of Process patent era in India by 2005 and in the product patent period Indian pharma industries have been challenged to compete with global organizations. Fortunately, India which has a unique strength of successful pharma companies which have the capacity to take up the challenge thanks to its reverse engineering process technology.Many Indian companies have the potential strength to innovate even many of the generics which still have the scope in world market and considered to be blockbusters after Product patent era. This study focuses on Indian Small Scale Pharma Companies as to what are "the supposed to be" the strategic marketing decisions which enable these small scale manufacturing companies become game changers globally thereby paving a way to introduce a 'paradigm shift' approach for both prospective and existing pharma manufacturing entrepreneurs in India.

Ключевые слова: India, Strategic marketing, ll Pharma Industries