In the recent years, speed ? to ? market and accelerated crossing phylogeny methods have come under scrutiny in pharmaceutic industry. Research agrees that accelerated mathematical crossway development may be crucial for pharmaceutical corporations to cut costs, provide first-to-market competitive advantages, and serious patent protection (Yeoh, 1994). However, when such method were not utilise under moderation, the time pressures can cause the development police squad to unintentionally or intentionally overlook many unfathomed hazards which may lead to potential blows (Chandy et al, 2006) . This is especially true in regard to the risks of product development in the pharmaceutical industry, particularly the amount of costs involved with research and development, the high failure rate of products under the scrutiny of the FDA, as well as latter costs of litigation and withdraw when hazards were identified when the product had developed its position in the market (Grabowski, 2002). This paper examines product development processes for Vioxx, and analyses potential causes of the product?s failure.
Merck?s product development processMerck operates in an extremely competitive industry. They are everlastingly faced with threats of cheap and competitive knock-off drugs upon the expiration of their patented copyrighted drugs (Crawford, Benedetto, 2006). Hence, their opportunity identification was aligned with ongoing marketing cookery strategies in order to survive in the competitive environment.
In pursuing these plans, Merck employs ongoing innovation strategies in order to give their tradition of creativity and innovation without resorting to a merger. The sources of their opportunities were identified in external mandate of threats from patent expirations, as well as competition in the industry whereby a pharmacologist in a competing firm had developed a pain killer whale that is gentle on the stomach; internal mandates whereby a science lab test was developed to determine the amount of stomach tump over caused by painkillers; new resources, as an non-irritating...
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