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Análise da concorrência de empresas da indústria farmacêutica: a utilização da inteligência competitiva em empresas da indústria farmacêutica em portugal
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Devido à elevada competitividade presente no Setor Farmacêutico, conjugada com uma crescente necessidade de inovação para satisfazer as necessidades da sociedade, é cada vez mais importante observar os componentes do meio externo que possam vir a influenciar decisões estratégicas, de forma contínua e metódica, diminuindo os riscos associados às mesmas. Este processo organizado denomina-se de Inteligência Competitiva.
O objetivo principal desta Monografia é, pois, averiguar o estado de implementação e utilização de sistemas metódicos de Inteligência Competitiva pelas empresas da Indústria Farmacêutica em Portugal, sejam elas nacionais ou multinacionais, através de um questionário, que foi respondido por doze empresas de forma anónima. Este questionário é, naturalmente, precedido de uma introdução teórica que visa explicar detalhadamente em que consiste a Inteligência Competitiva e qual a sua importância, dadas as especiais características da inovação no Setor Farmacêutico, nomeadamente em Portugal, bem como um resumo do seu Ciclo e outros aspetos legais.
Após observação e discussão das respostas, chegou-se a diversas conclusões, sendo que a principal a ressalvar é que, apesar de todas as empresas conhecerem o conceito de Inteligência Competitiva e aplicarem diversas das suas ferramentas, a sua grande maioria não faz destas um mecanismo rotineiro ou sistemático, carecendo de uma real valorização da sua aplicação enquanto fonte de vantagem competitiva e, consequentemente, de obtenção de lucro.
Outra conclusão importante é que existe pouca colaboração interdepartamental para a execução desta matéria, em regra geral, e que também não existem, na sua maioria, equipas de ação formais de Inteligência Competitiva. Não há, também, muita adesão a sistemas de software de Inteligência Competitiva por parte destas empresas, apesar de ser um fator cada vez mais importante.
Recomenda-se, assim, que as empresas da Indústria Farmacêutica em Portugal continuem a executar Inteligência Competitiva e as suas ferramentas, devendo, no entanto, ser mais metódicas, focadas e sistemáticas nessa utilização, de forma a usufruir do seu potencial máximo enquanto fonte de vantagem competitiva, reduzindo o risco associado às decisões estratégicas, gerindo a tão necessária inovação.
Due to the highly competitive envirnoment in the Pharmaceutical Sector, which promotes an increased need for innovation in order to satisfy society’s needs, it is progressingly important to study and observe all the components of the external business environment that may influence strategic decisions. This study must be continuous and methodic and it aims to reduce the risks that are associated with innovation. This organized process is called Competitive Intelligence. The main goal of this Monograph is, therefore, to study how Competitive Intelligence is implemented by the companies of the Pharmaceutical Industry in Portugal, may they be national or multinational. For that purpose, a survey was answered anonymously by twelve companies. This survey and its results are preceded by a theoretical introduction that aims to explain in detail what Competitive Intelligence consists of and its importance in the Pharmaceutical Sector, focusing on the portuguese market, as well as its cycle and other legal aspects. After observing and discussing the responses, several conclusions could be drawn. The most relevant one is that, although all companies know the concept of Competitive Intelligence and apply several of its tools, the vast majority doesn’t approach it systematically, lacking a true appreciation of the value of its application as a source of competitive advantage and, consequently, of obtaining profit. Another important conclusion is that there is little-to-none interdepartmental collaboration for Competitive Intelligence activities as a general rule, and that, in the majority, there are also no formal Competitive Intelligence action teams. There is also not much adherence to Competitive Intelligence software systems in Portugal, despite being an increasingly important factor. It is recommended, therefore, that the Pharmaceutical Industry companies in Portugal continue to execute Competitive Intelligence and its activities - however, they should be more methodical, more invested and more systematic in its use, in order to enjoy its maximum potential as a source of competitive advantage, reducing the risk associated with strategic decisions, managing the much needed innovation.
Due to the highly competitive envirnoment in the Pharmaceutical Sector, which promotes an increased need for innovation in order to satisfy society’s needs, it is progressingly important to study and observe all the components of the external business environment that may influence strategic decisions. This study must be continuous and methodic and it aims to reduce the risks that are associated with innovation. This organized process is called Competitive Intelligence. The main goal of this Monograph is, therefore, to study how Competitive Intelligence is implemented by the companies of the Pharmaceutical Industry in Portugal, may they be national or multinational. For that purpose, a survey was answered anonymously by twelve companies. This survey and its results are preceded by a theoretical introduction that aims to explain in detail what Competitive Intelligence consists of and its importance in the Pharmaceutical Sector, focusing on the portuguese market, as well as its cycle and other legal aspects. After observing and discussing the responses, several conclusions could be drawn. The most relevant one is that, although all companies know the concept of Competitive Intelligence and apply several of its tools, the vast majority doesn’t approach it systematically, lacking a true appreciation of the value of its application as a source of competitive advantage and, consequently, of obtaining profit. Another important conclusion is that there is little-to-none interdepartmental collaboration for Competitive Intelligence activities as a general rule, and that, in the majority, there are also no formal Competitive Intelligence action teams. There is also not much adherence to Competitive Intelligence software systems in Portugal, despite being an increasingly important factor. It is recommended, therefore, that the Pharmaceutical Industry companies in Portugal continue to execute Competitive Intelligence and its activities - however, they should be more methodical, more invested and more systematic in its use, in order to enjoy its maximum potential as a source of competitive advantage, reducing the risk associated with strategic decisions, managing the much needed innovation.
Descrição
Trabalho Final de Mestrado Integrado, Ciências Farmacêuticas, 2020, Universidade de Lisboa, Faculdade de Farmácia.
Palavras-chave
Inteligência competitiva Indústria farmacêutica Inovação Concorrência Gestão estratégica Mestrado integrado - 2020