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介绍

      随着全球经济的快速发展,人们的生活越来越好,更多的关注是附属于改善生活标准。GSK拥有并仍然是一个世界性的声誉因其先进的研发、多元化的业务组合和一个大的市场份额。在社团的水平,公司采用一种基于价值管理系统通过提供多样化的系列产品和精简管理流程,以便为外部市场,生成内部效率和最终实现组织目标的创造价值。然而,在2012年7月,葛兰素史克公司被指控滥用非法销售技巧的促销策略,注定要接受一个30亿美元的和解,这是最大的支付惩罚宣布了食品和药物管理局(FDA)在美国(托马斯&施密特,2012)。英国管理学作业葛兰素史克公司的情况下,已经引发了一轮反思其失败的原因在VBM。本文将首先介绍一般的背景,葛兰素史克和它的欺诈案件,然后做一个深入的分析,采用VBM失败。此外,本文将吸引进一步讨论通过使用相关的例子,辉瑞和强生和导致结论,通过清单相关的影响在制药行业。

Introduction

Along with the rapid development of global economy, people's life are getting better and more attention is attached to improve their living standards.  GSK owns and remains a world-wide reputation for its advanced R&D, diversified business portfolio and a large market share.  At corporative level, the company adopts a system of value based management by providing diversified series of products and simplifying the management process in order to serve the external market, generate internal efficiency and achieve the ultimate organizational goal of creating value.  However, in July 2012, GSK was accused of abusing illegal selling techniques in its promotion strategy and was doomed to accept a $3 billion settlement, which is the largest payment for punishment announced by the Food and Drug Administration (FDA) in the US (Thomas & Schmidt, 2012).  The case of GSK has triggered a wave of rethinking the reasons for its failure in VBM.  This essay will firstly introduce the general background of GSK and its fraud case and then make an in-depth analysis of its failure of adopting VBM.  Furthermore, this essay is going to draw a further discussion by using relevant examples of Pfizer and Johnson & Johnson and lead up to the conclusion by listing the related implications in the pharmaceutical industry.

The general background of GSK and its failure
An in-depth analysis of GSK strategies and its failure
Relevant implications
Conclusion

References

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Casper, S. & Matraves, C., 2003. Institutional frameworks and innovation in the German and UK pharmaceutical industry. Research Policy, 32(10), pp. 1865-1879.

Coyle, D. & Drummond, M., 1993. Does expenditure on pharmaceuticals give good value for money?: current evidence and policy implications. Health Policy, 26(1), pp.55-75.

Eaton, M. L., 2007. Ethical issues and challenges facing the pharmaceutical industry. Comprehensive Medicinal Chemistry II, vol.1, pp.709-723.

GlaxoSmithKline, 2012. About GSK.[Online] Available at:
 [Assessed 22 July 2012]

Hawkes, N., 2012, GlaxoSmithKline pays $3bn to settle dispute over rosiglitazone and other drugs. British Medical Journal, p.343.

Thomas, K. & Schmidt, M. S., 2012. Glaxo Agrees to Pay $3 Billion in Fraud Settlement. [online] Available at:
 [Assessed 22 July 2012]

Watch, J., Machenzie, A. J., Kefalas, P. & Whitcher, C., 2010. Applying "value based" pricing to regenerative medicine based pharmaceuticals. Value in Health, 12(7), pp.240-241.