Strategic alliances in the pharmaceutical market
DOI:
https://doi.org/10.31617/2.2024(52)02Keywords:
strategic alliances, pharma¬ceutical companies, IT sector, international markets, innovation, marketing, risk manage¬ment, cross-industry cooperation.Abstract
Strategic cross-industry alliances between pharmaceutical companies and the IT sector in international market and their impact on the development of innovative business processes and competitiveness are studied. Theoretical approaches to defining strategic alliances are summarized, particularly their role in combining resources and technological capabilities of different industries. The main factors, risks, and threats that arise during the cooperation of pharmaceutical companies with IT companies are analyzed, and effective marketing strategies for minimizing these risks are also considered. The research is aimed at identifying key aspects of the development of international strategic alliances that help pharmaceutical companies integrate high-tech solutions to improve their activities, enter new markets and increase competitiveness. Special attention is paid to the potential involvement of Ukrainian pharmaceutical and IT companies in such alliances, fostering their international development. It is determined that international strategic alliances provide new opportunities for accessing innovative technologies, optimizing production processes, and expanding market prospects. Moreover, two main models of cooperation are considered: alliances between non-competing firms and partnerships between competitors, allowing pharmaceutical companies to improve management and production processes through cooperation with the IT sector.
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