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Instructor: VINAYAK BUCHELanguage: English
This concept application case examines how Glenmark Pharmaceuticals seeks to reposition itself within the pharmaceutical value chain by shifting from commoditised generics toward branded, specialty, and innovation-led products. Set against the structural dynamics of the global pharma industry, the case explores value chain upgrading, differentiation versus cost competition, and capability alignment in strategy execution. It provides a structured context for analysing how firms respond to margin pressure and attempt to build sustainable competitive advantage in complex industries.
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