Abstract
The opening up of the Indian economy under the liberalized trade policy has made it imperative for many Indian manufacturers to become internationally competitive within the shortest possible time frame. This case deals with a similar situation faced by a pharmaceutical company which needs to come up with new strategic initiatives in the context of dramatic changes which are taking place. (For instance, REP licenses have become EXIM scrips.) Many companies maybe faced with similar situations though there may be minor variations on specifics. Readers are invited to send their comments on the case to Vikalpa office.
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