Specifics of the Global Product Launch in Different Sectors of the Healthcare Industry on the Example of the Medical Devices and Pharmaceutical Industry

Student: Steenhuizen Marthe emma elisabeth

Supervisor: Sergey P. Kazakov

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

Companies launch new products as a strategy to maintain their core competence and their market share. As such, product launches are a vital part of the strategy of companies. A successful launch is challenging in the pharmaceutical and medical device industry. There are estimations that only 4% of the drug development programs succeed in the production of a drug that is approved by the regulators. Of these drugs, only 25% is profitable. In the medical devices industry less than one-third of the medical device development programs that receive funding succeed in producing a marketable product. In order to understand how a launch can be successful in the above mentioned industries, this paper examines the specifics of the global product launch in the medical device and pharmaceutical industry.

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