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Yousefi N, Mehralian G, Rasekh HR, et al. New Product Development in the Pharmaceutical Industry: Evidence from a generic market. Iran J Pharm Res. 2017;16(2):834-846
Yousefi, N., Mehralian, G., Rasekh, H. R., & Yousefi, M. (2017). New Product Development in the Pharmaceutical Industry: Evidence from a generic market. Iranian journal of pharmaceutical research : IJPR, 16(2), 834-846.
Yousefi, Nazila, et al. "New Product Development in the Pharmaceutical Industry: Evidence from a generic market." Iranian journal of pharmaceutical research : IJPR vol. 16,2 (2017): 834-846.
Yousefi N, Mehralian G, Rasekh HR, Yousefi M. New Product Development in the Pharmaceutical Industry: Evidence from a generic market. Iran J Pharm Res. 2017;16(2):834-846. PMID: 28979339; PMCID: PMC5603895.
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Iran J Pharm Res. 2017;16(2):834-846.

New Product Development in the Pharmaceutical Industry: Evidence from a generic market.

Iranian journal of pharmaceutical research : IJPR

Nazila Yousefi, Gholamhossein Mehralian, Hamid Reza Rasekh, Mina Yousefi

Affiliations

  1. Department of Pharmacoeconomics and Pharma Management, School of Pharmacy, Shahid Beheshti University of Medical Sciences, Tehran, Iran.
  2. Students' research committee, school of pharmacy, Shahid Beheshti University of Medical Sciences, Tehran, Iran.
  3. Department of technology management, School of management and accounting, Azad University, Tehran, Iran.

PMID: 28979339 PMCID: PMC5603895

Abstract

In today's competitive world, there are several strategies to deal with the fast changing environment, among which New product development (NPD) is a common strategy. However, almost half of the resources that companies devote to NPD are spent on products that may fail. This issue is particularly highlighted in the pharmaceutical industry mainly because of a long development-time, low success rate, high capital requirement, and market uncertainty. This study identifies critical success factors of NPD based on the relevant literatures and expert opinions in Iranian pharmaceutical industry, then prioritizes them using the methodology of multiple criteria decision making (MCDM) through analyzing 50 filled questionnaires structured based on the AHP (Analytical Hierarchy Process) approach. Although the NPD success factors seem the same in both generic and bio-generic pharmaceutical industries, the underlying factors and related sub-factors show the different importance in these two industries. However, this study reveal that, the company capabilities is the most important factor affecting new product development success in both pharmaceutical generic and bio-generic industry. The results of this study contribute to create baseline information for pharmaceutical industry especially Iranian pharmaceutical companies to be more effective in budget allocation on improving NPD success factors so that they can boost the success rate of NPD more effectively.

Keywords: Analytical Hierarchy Process; Iran; New product development; Pharmaceutical industry

References

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