| KRATKA VSEBINA | Svetovna farmacevtska industrija že nekaj časadoživlja silovite in daljnosežne spremembe, ki silijo posamezne farmacevtske proizvajalce k izbiri novih strategij poslovanja in tudi medsebojnega povezovanja. Eden od pokazateljev uspešnosti poslovanja farmacevtskih družb je tudi faktor dodane vrednosti, ki ga družbe realizirajo v nekem časovnem obdobju. Primerjalna analiza poslovanja nekaterih svetovnih farmacevtskih družb, vključujoč inventivne farmacevtskedružbe, kakor tudi proizvajalce ti. generičnih zdravil, katerim je patentnazaščita že potekla, kaže, da inventivni proizvajalci v povprečju ustvarjajo3,2 krat večjo dodano vrednost kot generične farmacevtske družbe. Poleg enkratnosti ponudbe, ki rezultira v inventivnosti izdelkov, inventivni proizvajalci največji pomen dajejo celovitemu marketinškemu načinu razmišljanja in poslovanja in modernim pristopom v sodobnih znanjih managementa, kar jim zagotavlja uspešno poslovanje tudi v visoko konkurenčnem globalnem okolju. Manjši svetovni proizvajalci ti. generičnih zdravil, kamor sodi tudi Lek, bodo morali prav tem elementom posvetiti posebno pozornost v prizadevanjih za ohranjanje svoje svetovne konkurenčnosti, solidnih poslovnih rezultatov in tudi nadaljnjega uspešnegarazvoja. // World pharmaceutical industry has been facing with abrupt and longterm changes which strongly influence practically all types of pharmaceutical producers to challenge brand new startegies of performance and mutual merging as well. The element of added value having been posted within the particular period of time is a very significant measurement of whole business performance of practically all pharmaceutical companies. Thecomparative analysis of business performance for some world pharmaceutical producers, including inventive pharmaceutical companies and brand generic producers as well - that means the producers of generic drugs which patent protection has yet expired, has shown that the inventive pharmaceutical producers in average create 3,2 - times bigger added value in comparison togeneric pharmaceutical producers. Besides of the uniqueness of offer which results in the inventiveness of pharmaceutical products, the inventive pharmaceutical producers value the most the complete marketing philosophy, and whole business performance and up-to-dated approaches of management knowledge, which enable them to be business like successful in the extremely high competitive world markets. Minor world producers of generic medicines where Lek is membered as well, would need to pay a special attention to these factors in their endeavours to maintain the competitiveness in the world markets, yet solid business outcomes and future comprehensive development as well. |