Transformation of Brand Planning to Embrace Future Uncertainties: A Pharmaceutical Company’s Voyage

Brendan O’Brien ()
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Brendan O’Brien: Decision Strategies International, Inc.

Chapter 13 in Leading Strategic Change in an Era of Healthcare Transformation, 2016, pp 181-189 from Springer

Abstract: Abstract The North American affiliate of a major, international pharmaceutical firm faced major change from increased market uncertainty with the Affordable Care Act to increasing competition. The case examines how the marketing department utilized the tool of scenario planning to help senior leadership move from short-term tactics to a discussion of future challenges and alternatives. Out of these discussions came future guidelines that enabled the brand teams to search creatively for new growth opportunities.

Keywords: Future Growth; Future Uncertainty; Executive Team; Therapy Area; Organizational Agility (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-30776-3_13

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DOI: 10.1007/978-3-319-30776-3_13

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