HIV treatment at the bottom of the pyramid : case of Cipla in South Africa

Mohamad, MRA

Abstract

Cipla is a giant Indian pharmaceutical company that reshaped the foundations of the pharmaceutical industry. Despite the parenting practices, low R&D spending and hard competitive games, Cipla won the debate with the Big Pharma (largest 30 Pharmaceutical companies in the world). With its wise leadership the company Shifted from price-cutting orientation to the opportunity management orientation. Then to the development orientation that overwhelmed the traditional strategies and helped the company to gain citizens’ loyalty, governments trust, and the cooperation of nongovernmental organizations. By following Prahalad’s value creation (VC) and Bottom of the pyramid models (BOP), this paper analysis Cipla’s business model to deeply understand its core competencies, problems, and initiatives.

• Working Paper Type: Working Paper
• Publication Date: Oct 1, 2011
• Deposit Date: Jan 4, 2016
• Publicly Available Date: Apr 5, 2016
• Series Title: Manchester Business School Research Paper
• Series Number: 43