Challenges in Shortening New Product Introduction in the Pharmaceutical Industry

Klaus Reinholdt Nyhuus Hansen, Martin Grunow

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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    Abstract

    Drug developing companies are forced to utilize the effective protection of the patent by focusing on shortening the new product introduction [NPI] process measured as Time-to-Market [TTM]. Here the NPI process is considered and the trade-offs, which have to be address in the future are identified. This is done through a case study, which identi-fies the tasks involved in the NPI process and analyzes their interdependence. The sci-entific literature is reviewed and a series of observations from the case study are made. This results in an identification of the major focus areas for reducing TTM.
    Original languageEnglish
    Title of host publicationProceedings of the 17th International Annual EurOMA Conference : Managing Operations in Service Economies
    VolumeNPM8
    PublisherEuropean Operations Management Association
    Publication date2010
    Pages1-10
    ISBN (Print)978-972-99847-3-0
    Publication statusPublished - 2010
    Event17th International Annual European Operations Management Association Conference: Managing Operations in Service Economies - Porto, Portugal
    Duration: 6 Jun 20109 Jun 2010
    Conference number: 17
    http://www.euroma2010.org/

    Conference

    Conference17th International Annual European Operations Management Association Conference
    Number17
    CountryPortugal
    CityPorto
    Period06/06/201009/06/2010
    Internet address

    Keywords

    • Time-to-Market
    • Case Study
    • New Product Introduction

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