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	a good employee
	The case describes how the pharmaceutical industry has changed since its modern beginnings in the early 1950s. The various forces affecting the competitive environment of the industry are discussed in terms of origins, immediate past (1990s) and immediate future (2000s). The case therefore provides insights into the evolution of barriers to enter and exit the industry for prescription pharmaceuticals, while aiming to help students to recognise how to set boundaries for an industry.1 This is a detailed industry case on the ‘ethical’ pharmaceutical industry, which provides an opportunity to analyse key success factors of major players. Approximate Word count = 364 Approximate Pages = 1.5 (250 words per page double spaced)

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