Percepção dos executivos sobre os medicamentos genéricos no Brasil: um estudo em dez empresas do setor

Abstract

This dissertation discusses perceptions and opinions of generic industry executives about the development of this market in Brazil through a qualitative survey with in depth interviews. Stakeholders´ competitive forces were also studied in generic industry environment. There is lack of academic information about generic drug industry worldwide. It was made ten interviews with executives in the generic industry in a period of three months study - from August through October 2005 - with the objective of analyzing their perceptions regarding the importance of distributor, pharmacy, physician, patient and government. The main criteria to select the interviewers were based on the strategic positions they have in the companies. Some of the conclusions of this study were that government develops an important role in divulging generic drugs to people. Pharmacy and distributor were indicated as barriers to grow this market due to the sales practices they develop in the stores. Physician plays an important role as a stakeholder in this industry in order to popularize the use of generic drug in Brazil.