Upravljanje strateškim promenama u farmaceutskoj industriji

Abstract

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 globalne 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 conditions 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.