TY - GEN

T1 - Robust Market Launch Planning for a Multi- Echelon Pharmaceutical Supply Chain

A1 - Hansen,Klaus Reinholdt Nyhuus

A1 - Grunow,Martin

A1 - Gani,Rafiqul

AU - Hansen,Klaus Reinholdt Nyhuus

AU - Grunow,Martin

AU - Gani,Rafiqul

PB - Elsevier

PY - 2011

Y1 - 2011

N2 - It is well known, that the pharmaceutical industry is struggling with increasing cost and length of R&D projects. Earnings of a drug drop drastically after patent expiration. Thus, the industry spends much effort on reducing Time-to-Market. In the literature, little attention is given to drug launching activities after the drug has been approved. In this paper, we present a recourse-based stochastic model, which allows for time phasing the market entries to balance the fluctuating demand with the fixed and periodic production of the active pharmaceutical ingredient. The two major risk elements during launch are forecasting inaccuracy and the risk of a required label change from local regulatory authorities. Robust solutions are found by implementing the Robust Optimization framework.

AB - It is well known, that the pharmaceutical industry is struggling with increasing cost and length of R&D projects. Earnings of a drug drop drastically after patent expiration. Thus, the industry spends much effort on reducing Time-to-Market. In the literature, little attention is given to drug launching activities after the drug has been approved. In this paper, we present a recourse-based stochastic model, which allows for time phasing the market entries to balance the fluctuating demand with the fixed and periodic production of the active pharmaceutical ingredient. The two major risk elements during launch are forecasting inaccuracy and the risk of a required label change from local regulatory authorities. Robust solutions are found by implementing the Robust Optimization framework.

KW - Market Launch Planning

KW - Multi-Echelon Pharmaceutical Supply Chain

KW - Robustness Optimization

KW - Recourse-based stochastic programming

U2 - 10.1016/B978-0-444-53711-9.50187-5

DO - 10.1016/B978-0-444-53711-9.50187-5

SN - 978-0-444-53895-6

VL - 1

BT - 21st European Symposium on Computer Aided Process Engineering

T2 - 21st European Symposium on Computer Aided Process Engineering

T3 - Computer Aided Chemical Engineering

T3 - en_GB

SP - 935

EP - 939

ER -