For pharmaceutical companies, the time it takes to get a drug through the clinical trials, regulatory approval and finally to the market is approximately 12 years. In a competitive strategy analysis, this lengthy pre-product period would raise concerns about the:
A) |
threat of substitutes. | |
B) |
rivalry among existing suppliers. | |
C) |
bargaining power of buyers. | |
It would raise concerns about the threat of substitutes. There is usually a race among pharmaceutical companies to get similar drugs through the process first, because the first drug to the market generally captures a larger market share and creates brand loyalty. |