Cipla Pharmaceutical Companys Business Model Economics Essay

This is an essay to place CIPLA a generic Pharmaceutical company ‘s concern theoretical account and to explicate the grounds why the company has to alter its bing concern theoretical account. This is done by first placing the term concern theoretical account and so utilizing the definition to explicate the concern theoretical account adopted by the company, besides finding the built-in alterations in universe policies and economic environment that prompt the alteration of the present concern theoretical account. The 2nd portion of the essay addresses the issue of the struggle between the large ethical pharmaceutical companies ‘ and the comparatively smaller generic pharmaceutical companies ‘ concern theoretical accounts. This is addressed by foregrounding the large pharmaceutical companies concern theoretical account and comparing the two theoretical accounts ( which will uncover the nature of their competitory relationship ) there by placing if at that place seems to be a convergence in their theoretical accounts and they are both going rivals in the same market or companies bring forthing the same merchandises but viing in different markets or companies where a symbiotic relationship has become inevitable for their endurance in this present economic state of affairs.

“ Conceptualization ” of a Business Model.

A definition of a concern theoretical account is required to foreground the context to which CIPLA ‘s ( a generic pharmaceutical company ) concern theoretical account can be identified. During my research I encountered assorted constructs of a concern theoretical account such as the definition given by Chesbrough and Rosenbloom ( 2002 ) ‘a coherent model that takes technological features and potencies as inputs, and converts them through clients and markets into economic end products ‘ ( p.532 ) , relatively, Rayport and Jaworski ( 2001 cited in Wimmer 2004 ) defined a concern theoretical account as the four picks of ( 1 ) a value proposition or a value bunch for targeted clients ( 2 ) a market infinite offering which could be merchandises, services, information or all three ( 3 ) a alone reliable resource system and ( 4 ) a fiscal theoretical account. However Shafer, Smith et Al ( 2005 ) suggests ‘that a representation of a house ‘s underlying nucleus logic and strategic picks for making and capturing value ‘ ( p.202 ) ; is a design or creative activity, non an accident ; what structures are in topographic point to guarantee houses capture value.

Factually no exclusive definition can adequately cover all facets of the term concern theoretical account ; I will endeavor to utilize a combination of all the declared concern theoretical account definitions to better acknowledge the Generic pharmaceutical company ‘s concern theoretical account. I focused on the definition of this theoretical account foremost as most generic companies including CIPLA ab initio followed this concern theoretical account before the demand for alteration in 2005. The focal point on India is besides due to the fact that CIPLA originated from at that place.

Definition of Generic Pharmaceutical company concern theoretical account.

Generic pharmaceutical company concern theoretical account in India is characterised by the production and merchandising of transcript cat pharmaceutical drugs discovered and developed by the large ethical pharmaceutical companies such as GlaxoSmithKline ( GSK ) , this was achieve through the contrary technology of the drugs invented by the large ethical Pharmaceutical companies and reproduced at a lower cost. This was made possible in India due to the handiness of inexpensive labor in the state, the favorable environment encouraged by the Indian authorities at the clip which allowed low limitation on procedure patent and small or no conformance with WTO ordinances. This was confirmed by Greene ( 2007 ) who wrote that ‘government policy culminated in assorted actions including: the abolishment of merchandise patents on nutrient, chemicals, and drugs ; the establishment of procedure patents ; the restriction of transnational equity portion in India pharmaceutical companies, and the infliction of monetary value controls on certain preparations and majority drugs ‘ . He besides highlighted that ‘India has garnered a world-wide repute for bring forthing high quality, low cost generic drugs ‘ .

Change in CIPLA ‘s Business Model

The epoch of this type of concern theoretical account nevertheless draws to an terminal as assorted alterations in the economic state of affairs and universe policy will endanger the really successful theoretical account in which the generics pharmaceutical companies in India have been booming. In 2005 Indian authorities changed its jurisprudence refering patent drugs and fell in line with World Trade Organization ( WTO ) Trade Related Intellectual Property Agreement ( TRIPs ) this limited the production of certain drugs that was filed as a patent from January 1, 1995 ( Greene 2007 ) .

Another of import point is that the rate at which ethical pharmaceutical companies are coming up with new blockbuster drugs is decelerating down, with a displacement from Research and development ( R & A ; D ) to selling. This is as a consequence of the tremendous cost to convey to the market a new drug runing between 802million – 1billion over a period of 10-15 old ages ( Mogalian, Myrdal 2004 ) . As inferred by Martinez and Goldstein ( 2007 ) ‘the century-old attack of happening chemicals to handle diseases is bring forthing fewer and fewer drugs ‘ . Yusuf Hamied ( CEO of CIPLA ) stated that ‘the World Trade Organization ordinances, which since 2005 have prevented Indian generic drug houses from copying patented drugs, signifies that Indian generic companies have to alter their concern theoretical account or hazard being swallowed up by transnational houses. ‘ ( Livemint, 5th January 2010 ) .

Most generic companies in India adapted to this reverse in their concern theoretical account by reassigning focal point from domestic market in India and increase export of generic drugs to the United States and Western Europe, come ining into R & A ; D understandings, amalgamations and acquisitions of foreign drug companies and developing confederations with foreign pharmaceutical houses. CIPLA nevertheless chose a somewhat different attack than most pharmaceuticals by concentrating on organic growing in India and merely rarely indulging in strategic concern confederations, technological services ( such as knowhow transportation, works supply etc ) and in licencing with large pharmaceuticals. CIPLA besides increased their export of generic drugs to the United States and Western Europe.

Some points in CIPLA ‘s corporate presentation in August 2009 highlight the company ‘s focal point:

Business theoretical account based on international strategic alliances- Business focal points on organic growing and leads to cut down capital committedness and regulatory/litigation hazards.

R & A ; D targeted at guaranting efficient use of resources and focused at developing and establishing niche merchandises.

The graph below shows a steady addition in the value of India ‘s pharmaceutical R & A ; D outgo from 2001-2006 as a consequence of a displacement in concern theoretical account.

Beginning: William Greene, US Trade Commission ( 2007 ) ‘The outgrowth of India ‘s pharmaceutical industry and deductions for the US generic drug market ‘ , US Office of Economics Working Paper 2007-05-A

Designation of the Business theoretical accounts of “ Big, Ethical ” pharmaceutical companies and the attendant ground for alteration of theoretical account.

The large pharmaceutical company concern theoretical account is the traditional pharmaceuticals company concern theoretical account which comprises of big scale Research and Development sections which discover new drugs for diseases and the sale of those drugs to consumers.This is a fundamental definition of their concern theoretical account as it besides entails many more constituents than those mentioned above for case in recent times we see a displacement of accent from the research and development to gross revenues and selling runs due to the competitory nature of the environment.

A branded drug merchandise is originally discovered and developed by a pharmaceutical company. In order for the company to market and sell their merchandise they must foremost derive blessing from the Food and Drug Administration ( FDA ) by subjecting a New Drug Application. In this certification the company submits informations to set up a drug ‘s clinical safety and efficaciousness. Other surveies determine the features of the drug dose signifier, including the fabrication procedure, drug stableness, pureness, strength, and how it dissolves. Once the drug receives FDA blessing, the pioneer company can so entirely market and sell this ‘brand-name ‘ merchandise for every bit long as the company has patent protection. ( Mogalian, Myrdal 2004 )

However a new external menace has evolved apart from the usual competition of challenger companies in the signifier of Generics pharmaceutical companies. These companies as mentioned in anterior subdivision of the essay have used the procedure of contrary technology to make cheaper reproduction of the drugs produced by these large pharmaceutical companies and selling the drugs at cheaper costs to consumers. This has been of great net income to the generics companies as they had to indulge in small or no cost devouring research and development to come up with the drugs in the first topographic point and the handiness of low cost of production was merely an added advantage to their concern theoretical account. Martinez and Goldstein ( 2007 ) noted nevertheless that the rise of generics would n’t count so much if research labs were making a watercourse of new hits. But that is n’t go oning.

During the five old ages from 2002 through 2006, the Industry brought to market 43 % fewer new chemical-based drugs than in the last five old ages of the 1990s, despite more than duplicating research-and-development disbursement. There is a alteration in the concern environment for generic companies in India nevertheless with the 2005 attachment to WTO Torahs. They generics companies are focused on R & A ; D to bring forth their ain patent drugs and generic drugs have become more recognized in Western states over the old ages, with the lifting costs of health care these authoritiess are looking to cut costs and are hence promoting the acceptance generic drug prescriptions to patients.

Another major factor impacting the large pharmaceutical companies is the job of expired patents. Companies like Pfizer that had a blockbuster drug called Lipitor a cholesterin take downing drug will be coming off patent in 2010 and this will let the generics companies to convey in a cheaper reproduction of the drug which will cut down the gross revenues of the company drastically.

Patent terminations are a large job. Drugs are granted 20 old ages of patent protection,

Although companies frequently fail to acquire a merchandise to market before half of that period has

elapsed. Once it hits the market, nevertheless, the patent-protected drug is extremely profitable:

Typical gross borders are 90 % to 95 % . When patents expire, generic shapers offer the

merchandises at a monetary value much closer to the cost of production. ( Martinez and Goldstein 2007 )

*Sales informations is from IMS World Review ( except for China and Poland )

** Patented/generic split is from ESPICOM. Generic defined as a drug whose patent has expired

***2001 values for China ; 2000 values for Poland ; 2003 values for Brazil reflects patented/unpatented ( unpatented includes branded unpatented, generics, similar )

Beginnings: IMS ; ESPICOM ; Factiva ; EGA ; Mckinsey squad Analysis

This development will ensue in the increased invasion on the market portion of the large pharmaceutical companies, though we can see from the chart that states like China, Brazil, India and Poland have higher per centum of generic drug use than US, Japan, Germany, France and UK the job of the planetary recession may do an addition in the usage of the generic drugs in these states every bit good since developed states like UK are trusting to cut costs on public outgo like health care costs.

Definition of relationships

Based on these new developments in the concern environment of pharmaceuticals companies and my research I begin to acknowledge a tendency where large pharmaceuticals and generics have progressively cases of working together in order to boom in the new environment. This aids me in my definition of in tenseness asked in the inquiry, I identify this as the type of relationship bring forthing between the large pharmaceutical and the generics companies and we can see that it if morphing from a wholly competitory one to a more competitive-collaborative relationship, where we can even see a convergence in their concern theoretical accounts in some instances.

We see large pharmaceutical companies are begin to return to India after the 2005 jurisprudence passed by the authorities protecting their drugs, so they can profit from the handiness of inexpensive labour and low cost of advanced endowment, they are even collaborating with the generics companies for Research and Development, in licensing and usage of their distribution lines to transport their drugs to developing states officially catered to by chiefly generics companies. AstraZeneca, GlaxoSmithKline and Bristol-Myers Squibb have besides late suggested they will outsource at least some of their fabrication. “ There are tonss of people in India, China and Eastern Europe who can do merchandises of the same quality as ours but at significantly less cost, ” says Bristol-Myers Squibb CEO James Cornelius. ( Martinez and Goldstein 2007 )

However though we see them working together large ethical pharmaceuticals companies still have some schemes to vie with generics pharmaceutical companies. Some defensive schemes of the large pharmaceutical companies are to develop new generic subordinates of their organisation so as to be able to break compete with generics companies. By holding their ain licensed generic companies, they are able to restrict the rate at which generics encroach on their market portion for drugs that are off patents, they accomplish this by leting their accredited patents to let go of generic transcripts of their blockbuster drugs into the market merely before they are off patent thereby deriving market portion before the other generic companies release theirs. In first nine months of this twelvemonth, Novartis ‘s generics unit, Sandoz, grew approximately three times every bit fast as its branded-drugs concern and accounted for about 20 % of overall gross. “ The balance is altering, ” says Novartis CEO Dr. Vasella. In the coming quarters, “ we will go on to see a faster growing chance ” in generics. ( Martinez and Goldstein 2007 )

Competitive schemes of the large pharmaceutical companies include investing in biotechnology and variegation. Biotechnology is of great entreaty because of the inability for generics companies to make transcripts of the drugs as of now. Diversification on the other manus will let the company to spread out the scope of services it offers its clients and let it to acquire alternate beginnings of income.


In decision we make-out CIPLA concern theoretical account to be the production of imitator drugs by contrary technology of branded drugs and the sale of the generic drugs at cheaper monetary values to the India and any other state where the large pharmaceutical drugs do non hold patent rights, nevertheless a alteration in the concern theoretical account became inevitable in 2005 because of the Indian authorities acceptance of WTO Torahs and caused a displacement of the concern theoretical account of CIPLA to concentrate more on R & A ; D for the production of its ain Branded drugs and strategic confederations which entail cooperation with Big Ethical pharmaceutical companies through in-licensing and cognize how transportation. Another point to observe is the alteration in relationship between the generic company and the large pharmaceutical where we see a competitory symbiotic relationship brewing, with increased traffics between the two types of houses where large pharmaceutical companies benefit from the cheaper cost of production and entree to generic companies distribution grapevines and generics gain from the in licensing understandings where they portion net incomes with the bug pharmaceutical companies. However large pharmaceutical companies still maintain development of competitory schemes to battle the generic companies by creative activity of their ain generic companies and increased investing in both variegation and biotechnology.


Rayport, J.F. , Jaworski, B.J. ( 2001 ) . e-commerce, New York: McGraw – Hill/Irwin.

Wimmer M.A. , Knowledge direction in electronic administration. 5th erectile dysfunction. IFIP international.

William Greene, The Emergence of India ‘s Pharmaceutical Industry and Implications for the U.S. Generic Drug Market ( 2007 )

Cipla Coporate presentation August 2009

Cipla Pharmaceuticals ‘ Yusuf Hamied: ‘I Am Not Against Patents… I Am Against Monopolies’Published: May 07, 2009 in India Knowledge @ Wharton

Pharmacist Erik Mogalian, Assistant professor Paul Myrdal of the University of Arizona ‘s College What ‘s the difference between brand-name and generic prescription drugs? December 13, 2004A

Large Pharma Faces Grim Prognosis Industry Fails to Find New Drugs to Replace


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