Abstract
Many generics companies have low-cost structure margins and have produced simple copies of brand-name drugs. A number of them, however, have become involved in innovative R&D to produce new chemical entities and products incorporating novel drug delivery systems. The market for innovative pharmaceuticals continues to grow as new improved therapies become available, thus offering ambitious generics companies an incentive to develop novel products alongside their more traditional ones. The strategies needed to succeed in innovative R&D are very different to that for generic drugs, however, and so far only a few generics companies have succeeded in taking such steps.
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