For decades, pharmaceutical companies pursued a simple strategy that yielded growth and margins that executives in most other industries could only dream of. But over the past 20 years, things have gotten more complicated. To win in the marketplace today, pharmaceutical companies should consider the customer needs they can already address, and other ways they can create value.… Read More

Companies are busily undertaking major programs of transformational change in order to respond to new market dynamics, yet many transformations fail to deliver the expected results. One of the most important reasons? Companies too often forget to include any plan to redefine their brand as part of the broader transformational change program.… Read More