Stakeholdermanagement im Rahmen des Market Access pharmazeutischer Unternehmen in Deutschland

Name: Stakeholdermanagement im Rahmen des Market Access pharmazeutischer Unternehmen in Deutschland
Brand: Grin Verlag
SKU: 9783656652090
Price: 5682.0 INR
Availability: InStock

by Beatrice Behnke

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ISBN13: 9783656652090
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: May 15, 2014
Pages: 136
Original Price: USD 67.5
Language: German
Edition: N/A
Item Weight: 186 grams
BISAC Subject(s): Management

About The Book

Masterarbeit aus dem Jahr 2014 im Fachbereich BWL - Allgemeines, Universität Duisburg-Essen (Fakultät für Wirtschaftswissenschaften), Sprache: Deutsch, Abstract: Die Marktbedingungen für pharmazeutische Unternehmen in Deutschland haben sich in den letzten vier Jahren spürbar verändert. Immer mehr Blockbuster, respektive Arzneimittel, die sich auf die Primärversorgung konzentrieren, erreichen das Ende ihrer Patentlaufzeit und konkurrieren dadurch direkt mit Generika. Die Markteinführung von Innovationen verzögert sich infolge der zusätzlich implementierten Regulierungen, die vor allem die Bedingungen der Zulassung neuer Arzneimittel erschweren. So hat die Einführung des Arzneimittelmarktneuordnungsgesetzes (AMNOG) im Jahr 2011 die Markteintrittsbarrieren deutlich erhöht. Nach einer kosten- und zeitintensiven Forschungs- und Entwicklungsphase stellt damit vor allem der Marktzugang neuer Arzneimittel eine Herausforderung für pharmazeutische Unternehmen dar. Die abnehmende Menge der seitdem hervorgebrachten Innovationen unterstreicht diese Entwicklung, weshalb branchenintern von einer Innovationsbremse die Rede ist. Insofern erscheint es immer schwieriger, sich im Wettbewerb mit den übrigen Arzneimittelherstellern zu behaupten und zwingt pharmazeutische Unternehmen dazu, sich von bestehenden Strukturen zugunsten von veränderten Vorgehensweisen zu lösen. Dem Market Access wird an dieser Stelle eine Schlüsselrolle zugesprochen und als kritischer Erfolgsfaktor bezeichnet. Die damit verbundenen Aktivitäten sind die Voraussetzung für einen erfolgreichen Marktzugang und ein hohes Umsatzniveau, sofern sich an den neuen Gegebenheiten orientiert wird. Obwohl weder begrifflich noch inhaltlich ein einheitliches Verständnis über Market Access existiert, besteht in Theorie und in Praxis ein Konsens: Die frühzeitige und fortwährende Einbindung der Anspruchsgruppen, denen im Market Access-Prozess entweder Entscheidungen zukommen oder die auf diesen einen ma geblichen Einfluss

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