Pfizer Pharmaceuticals: Green Chemistry Innovation and Business Strategy

13 Pages Posted: 30 May 2017

See all articles by Andrea Larson

Andrea Larson

University of Virginia - Darden School of Business

Karen O'Brien

University of Virginia - Darden School of Business

Alia Anderson

University of Virginia - Darden School of Business

Abstract

Between 2002 and 2004, Pfizer explored green chemistry as a product, process, and strategy design approach that could address a growing set of market complexities. The case requires students to understand and analyze how and why green chemistry might contribute to corporate growth. The case elaborates on the conditions encouraging pharmaceutical companies to engage more actively on environmental and health issues as an area of opportunity as opposed to an effort toward compliance or response to competitive threat.

Excerpt

UVA-ENT-0088

PFIZER PHARMACEUTICALS:

GREEN CHEMISTRY INNOVATION AND BUSINESS STRATEGY

Yujie Wang reviewed the presentation she had prepared for the executive committee's strategy meeting later that afternoon. Three of the committee members were familiar with the ideas, and she could count on their support. Four others had pushed for new ideas to be fed into their group over the last year. Depending on the strength of her argument this time, they might be persuaded to support the project. The final two, who had significant responsibility for product development and operations respectively, were somewhat less predictable. She had informed them of her progress during the project but they seemed disinterested at best. Then again, they were all busy people, and it had been hard to schedule the intermediate briefings she wanted to hold to bring everyone along. She knew the executives must be won over at least to a stance of “no opposition” to the proposal she would make.

Pharmaceuticals and Personal Care Products (PPCPs)

The objective of an efficacious pharmaceutical is to make certain molecules biologically active in humans. Not surprisingly, however, the same molecules that can cause desired results can have adverse effects in the body as well as postpatient—after the drug is expressed from the body and its active ingredients are released from disposal pipes into streams and other water bodies.

. . .

Keywords: sustainable business, sustainability, strategy, green chemistry, intrapreneurship, entrepreneurship, innovation

Suggested Citation

Larson, Andrea and O'Brien, Karen and Anderson, Alia, Pfizer Pharmaceuticals: Green Chemistry Innovation and Business Strategy. Darden Case No. UVA-ENT-0088. Available at SSRN: https://ssrn.com/abstract=2974254

Andrea Larson (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/larson.htm

Karen O'Brien

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Alia Anderson

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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