Upravljanje strateškim promenama u farmaceutskoj industriji
Strategic change management in pharmaceutical industry
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Farmaceutski sektor se danas, više nego ikada ranije, nalazi u stanju dinamiĉkih promena.
To je globalni trend, pun neizvesnosti i fantastiĉnih turbulencija, gde nisu retke pogrešne
procene i primenjene strategije. Novi milenijum donosi nova iskušenja i izazove na
društvenu, politiĉku i ekonomsku scenu. Od tradicionalne proizvodnje lekova, do
savremene farmaceutske industrije, preĊen je ogroman put. Taj put karakteriše krupne
promene tokom dvadesetog veka, kao što su nastanak i uspon velikih farmaceutskih
kompanija tokom pedesetih godina, talidomidska katastrofa šezdesetih, nove menadţerske
strategije sedamdesetih, globalne integracije i koncentracija kapitala devedesetih i
intenzivan razvoj biotehnologije na poĉetku dvadeset prvog veka. Dinamiĉki faktori u
poslednje tri decenije snaţno guraju farmaceutski sektor napred ne dozvoljavajući
stagnaciju i stanje letargije. Uzimajući u obzir okolnosti i uslove u kojim farmaceutska
industrija obavlja aktivnosti u Srbiji, dinamiku razvoja glob...alne industrije i ĉinjenicu da su
oblasti strateškog menadţmenta i upravljanja promenama u ovom sektoru nisu adekvatno
implementirani, predmet istraţivanja je upravljanje strateškim promenama u farmaceutskoj
industriji, sa posebnim osvrtom na farmaceutsku industriju u Srbiji. Cilj rada je analiza
farmaceutskog sektora i naĉina njegovog funkcionisanja, analiza promena u
farmaceutskom sektoru, kao i utvrĊivanje adekvatnog okvira za upravljanje strateškim
promenama u farmaceutskoj industriji u Srbiji. U radu je definisan pojam strateških
promena i prikazani su najznaĉajniji modeli upravljanja strateškim promenama. Posebno je
istaknut Koterov model upravljanja promenama kao jedan od teorijski najznaĉajnih
koncepata u ovoj oblasti.
Now more than ever, the pharmaceutical sector is today in a state of dynamic changes. It is
a global trend, full of uncertainties and turbulences, where misjudgments and applied
strategies are not rare. The new millennium brings new temptations and challenges onto
the social, political and economic scene. A long way has been crossed, from traditional
medicine production to the modern pharmaceutical industry. That path is characterized by
major changes during the twentieth century, such as the emergence and rise of the large
pharmaceutical companies during the fifties, thalidomide disaster of the sixties, new
managerial strategies of the seventies, global integration and concentration of capital of the
nineties and intensive development of biotechnology at the beginning of the twenty-first
century. Dynamic factors in the last three decades are strongly pushing the pharmaceutical
sector forward, not allowing stagnation and state of lethargy. Taking into account the
circumstances and cond...itions in which the pharmaceutical industry carries out the
activities in Serbia, the dynamics of development of the global industry and the fact that
the areas of strategic management and management of changes in this sector have not been
adequately implemented, the subject of this research is managing the strategic changes in
the pharmaceutical industry, with special emphasis on pharmaceutical industry in Serbia..
The aim of this paper is the analysis of the pharmaceutical sector and its functioning,
analysis of changes in the pharmaceutical sector, as well as establishing an adequate
framework for the management of strategic changes in the pharmaceutical industry in
Serbia. The paper defines a concept of strategic changes and presents the most important
models of strategic change management. Special emphasis is on Kotter‟s model of change
management, the model being one of the most important theoretical concepts in this field.
Also, the basic elements and characteristics of healthcare and pharmaceutical industry are
analyzed, both on a global level as well as and in Serbia.