Ivey Publishing
The Generics Pharmacy
Product Number:
9B11M022
Publication Date:
04/29/2011
Revised Date:
04/11/2013 (Data)
Length:
16 pages (13 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The price of pharmaceuticals in the Philippines is second only to Japan within Asia and is among the highest in the world, despite the Philippines being a less developed country with nearly half of its population living on US$2 a day. The case illustrates how The Generics Pharmacy, a local pharmaceutical company, challenged the existing industry business model and became the largest pharmaceutical retailer in the country within a period of only three years. Under the strategic leadership of CEO Benjamin Liuson, The Generics Pharmacy succeeded in formulating a superior value proposal by focusing on the supply- and demand-side constructs at the bottom of the pyramid and bringing affordable high-quality medicines within reach of low-income individuals. Superior leadership, management, and strategic initiatives succeeded in integrating and balancing tenets of corporate social responsibility, entrepreneurial foresight, and resource-based strategy to catapult the company into a leadership position.
Issues:
Disciplines:
Entrepreneurship,  General Management/Strategy,  International
Industries:
Retail Trade
Setting:
Philippines, Large, 2010
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (13 pages)
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