Perspective: The Evolution of R&D Conduct in the Pharmaceutical Industry

During the past three decades, a series of changes in the market environment have altered the structure of the pharmaceutical industry. While these changes have benefitted the generic drug sector, the effect on the branded drug sector has been detrimental. In sum, these changes have shortened the product life cycles for branded drugs by shifting market share to generic drugs sooner. As a result, it is more challenging for branded drugs to meet...