Our Featured Book

Subba Rao Chaganti

Cracking the Generics Code:
Your Single-Source Success Manual for Multi-Source Product Markets

"Cracking the Generics Code" unravels the mystery of the DNA for success in the international generic drug markets.

The global generic drug industry is robust and growing. The total value of the global generic drug industry has crossed $900 billion in 2016 and is poised to cross the coveted $1 trillion soon. However, the generic sector is not very concentrated, with the top ten global generic companies accounting for about only 38 percent of the total value. Furthermore, only four companies—Mylan, Teva, Sandoz, Pfizer (General and Established Products), and Sun Pharma have a truly global presence. So why are only four out of the many generic drug companies global, and the rest are not? What are the success secrets of these companies? Do they have a separate Success DNA? A code for winning in the global generic drug markets? Can any of the other companies become global? Cracking the Generics Code unravels the mystery of the DNA for success in the international generic drug markets. It, as the title suggests, cracks the code to succeed in the global generic drug markets. The key to the generics code is a synthesis of insights gained from a detailed study of twenty leading players in the business. A detailed analysis of these twenty companies reveals the success code of a winning strategy. Therefore, Cracking the Generics Code will be your valuable guide for formulating and executing strategies for winning in the global generics markets. The book presents insights gained and gleaned from the strategies employed by these twenty highly successful companies in a capsule form. Every which way you look at it, Cracking the Generics Code is your single-source success manual for winning in multi-source (generic drugs) markets!

About the Author

Subba Rao Chaganti has a master's in business administration and over fifty-two years of pharmaceutical marketing experience covering the whole gamut and all facets of marketing, from sales management to product management to heading the total marketing activity. His experience covers domestic and international marketing and also the Indian and multinational sectors. For a few years, he taught a course on advertising and brand management at the GITAM Institute of Foreign Trade (now part of the GITAM University) at Visakhapatnam and a course on international marketing at Jawaharlal Nehru Technological University (JNTU) at Hyderabad, India. He lives in Hyderabad, India. Here is a list of his published books:
  • Pharmaceutical Marketing in India for Today and Tomorrow
  • Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing
  • Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement
  • Cracking the Generics Code: Your Single-Source Success Manual for Multi-Source Products
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