Management Of Idea-To-Product Process For Successful New Product Development In Pharmaceutical Industry

Abstract

Increase in world population, changes in disease burdens, creation of new treatment methods, growing interests and quality expectations are enhanced the need and demand for health services and medicine. However, developing original medicines is a challenging and expensive process. For that reason, generally generic drug development activities are carried out in Turkey. On the other hand, technological infrastructure of pharmaceutical industry in Turkey has been strengthened by making the necessary investments in the "Good Manufacturing Practice" framework, which is determined by the World Health Organization. Therefore, the sector has reached a comparable technological level with European countries and nowadays become an important and growing market position. In this study, to examine the process from idea to launch, Abdi İbrahim Pharmaceutical Company's new product development model has been selected and the steps of the model have been defined. Main aim is to examine and evaluate the impact of successful management of the model on the success of new product development which depends on reliability, quality, efficiency, sustainability and profitability. Study revealed that the success of new product development highly depends on not only the effective management of the process but the interdepartmental integration and the value attached to information technologies.