TPP_ECvv_2Y/Ua8dtZY9liI/AAAAAAAAEIo/-yB4eVrR6XQ/s1600/nvivo.png' alt='Download Nvivo 9' title='Download Nvivo 9' />Each of our lectures will explore one specific facet of bullshit.For each week, a set of required readings are assigned.For some weeks, supplementary readings are.The generic pharmaceutical industry moving beyond incremental innovation towards re innovation.Keywords competition strategy, product portfolio, re innovation, super generics, technology platforms.Background Due to the declining innovativeness of the classic R D model in the original pharmaceutical industry, the generic pharmaceutical industry is aiming to become an innovation generator itself.Objective The objective of this article is to gain insight into the re innovation model in some of the innovative generic pharmaceutical firms.To this effect, we show how some of the generic pharmaceutical firms attempt to achieve competitive advantages either by improving existing product attributes or by replacing new components, reshaping their configuration, and using new technology platforms to produce new innovative products.Methods We used a qualitative method to examine re innovation at several levels within these companies, in their management systems, business models and product portfolios.The research was conducted by a series of semi structured interviews with chief executive officers, consultants, researchers, patent attorneys, pharmacists and medics in different countries.Results Those generic pharmaceutical firms that implement new competitive strategies have integrated re innovation design into their product portfolio to provide more personalized, cost effective products to meet the healthcare systems, policymakers and patients demand for high quality accessible treatments.This re orientation hopes to better face the changing competition challenges in both mature and developing markets.Conclusion A new approach to innovativeness together with a value proposition strategy aims to deliver high quality products to patients.Submitted 1.December 2.Revised 4 February 2.Accepted 1.March 2.Published online first 1.March 2.Introduction.Innovation is widely regarded as an instrument to create competitive advantage.ZE/T55qFPIrebI/AAAAAAAAAf8/qESW5dhS3BE/s1600/Corrupt+file+message.PNG' alt='Download Nvivo 9' title='Download Nvivo 9' />248Alma.Background Due to the declining innovativeness of the classic R D model in the original pharmaceutical industry, the generic pharmaceutical industry is.Slack is where work flows.Its where the people you need, the information you share, and the tools you use come together to get things done.Different types of innovation exist, including incremental innovation, re innovation and radical innovation.Incremental innovation deals with creating minor improvements or simple adjustments in a products current state 1, 2.Re innovation has been defined as the process of innovation and product development that occurs after a new product is launched, building upon early success but improving the next generation with revised and refined features 3.Finally, radical innovation refers to radical, new inventions that produce milestones, new products or services, and as a result lead to the development of new industries 4.Today there is less radical product innovation in the original pharmaceutical industry.Moreover, the concept of new product has also evolved by the application of strategies such as incremental innovation and re innovation.In the past, radical or disruptive innovation changed the pharmaceutical market, whereas today generic pharmaceutical firms attempt to innovate in a less costly way in a shorter time with less regulatory obstacles due to the substantial R D costs to achieve a radical new product.Incremental innovation and re innovation meet these objectives.The generic pharmaceutical industry is now evolving in an innovative way.Some firms are applying strategic changes in their management systems and business models and creating new product portfolios fortified with super generics, new chemical entities and novel drug delivery systems.A super generic drug is an improved version of an original drug which has lost product patent protection.The product patent for the original drug will have expired or have been circumvented by the company developing the super generics.The nature of the improvement may include drug delivery, manufacturing or reformulation technology.This kind of value added version is manufactured in a re innovation framework.This innovative design is between incremental and radical innovation.Companies producing super generics have a greater regulatory risk in gaining marketing approval compared to strict generics manufacturers 5.Without getting into the details, there are three regulatory pathways for drug approval in Europe and the US.The US Food and Drug Administration FDA does not recognize the term super generics.These products are also referred to as added value generics, new therapeutic entities or hybrids.These products differ from the original product in formulation or method of delivery.These products are improved formulation of a known product.This group of generics needs a completely New Drug Application NDA in order to gain FDA approval.The regulatory pathway in Europe appears to be very similar to that in the US and was introduced within the Directive 2.EC in November 2.Regulation EC No 7.These products are not interchangeable with the brand name drugs.Those regulatory pathways are summarized in Table 1. 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