The Third Market Environment
The Third Market Environment
Uncertain State of New Technologies
This chapter examines the third market environment for the pharmaceutical industry in India and the uncertain state of new health technologies. It provides interviews with leading biotechnology firms in the southern cities of Bangalore and Hyderabad and describes the companies' organizational models, technology challenges and new business potential. This chapter also argues that lack of market assurance limited local companies to niches with well-defined proof of concept and a few exploratory plant and other therapies.
Keywords: pharmaceutical industry, market environment, India, biotechnology firms, Bangalore, Hyderabad, market assurance, organizational models, technology challenges
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