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The Reconfiguration of the Pharmaceutical Business Model

Saupstad, Ingrid; Trankalis, André Tvilde
Master thesis
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2040598.pdf (2.541Mb)
Preliminary Thesis Report.pdf (1.556Mb)
Permanent lenke
http://hdl.handle.net/11250/2577875
Utgivelsesdato
2018
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Samlinger
  • Master of Science [1116]
Sammendrag
Technological innovations are transforming business models across multiple

industries, and are radically changing the way firms create and appropriate value.

The pharmaceutical industry has been dominated by large companies with a

structure aimed at producing blockbuster drugs. However, the industry is under

growing pressure from both internal and external factors and the costs are

increasing regardless of the value delivered. The returns obtained from the

traditional model are diminishing which is forcing fundamental changes for many

companies operating in the industry.

The purpose of this thesis is to analyze how the pharmaceutical industry is

responding to these pressures through a comparison of the old blockbuster

business model and the current model. Based on Drucker’s (1954) five business

model elements, the pharmaceutical business model is described and explored.

For the purpose of gaining a deeper understanding of the theory of a business

model, we followed the reasoning of Fjeldstad and Snow (2018) and added the

concept of value configuration to the concept of business model. Following a

descriptive and exploratory methodology allowed us to compare the characteristic

similarities and differences of the five business model elements in the traditional

and current model. We conducted in-depth interviews with employees of the

management of a large pharmaceutical company, as well as stakeholders in the

pharmaceutical industry in Oslo. We believe this thesis contributes with novel

insight on how the pharmaceutical business model is evolving.

Working through theories on different concepts of business models and analyzing

the empirical material, we arrived at a conclusive discovery: Roche is shifting its

focus from delivering a product to delivering health outcomes. This

transformation of perspective is providing novel ways to create and appropriate

value. We point out that the industry is restructuring to support and facilitate for

this process of reconfiguration. Our thesis contributes to explore and detect that

the pharmaceutical business model is moving away from the traditional

blockbuster model. Thus, we observe a shift from a value chain configuration

towards a value shop.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Business, Strategy - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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