The price of medicines in the Philippines is the second largest in Japan in Asia and one of the highest in the world, despite the Philippines to be the less developed countries and nearly half the population lives on $ 2 a day. The case illustrates how a local pharmacy generic pharmaceutical companies challenged the existing business model of the industry and has become the largest pharmaceutical retailer in the country for only three years. According to the strategic leadership of CEO Benjamin Liuson, pharmacy generic managed to formulate an excellent deal value by focusing on the supply and demand structure at the bottom of the pyramid and bringing affordable quality medicines within the reach of low income. Superior leadership, management and strategic initiatives failed to integrate and balance the principles of corporate social responsibility, entrepreneurial vision and resources based on a strategy to catapult the company into a leadership position. "Hide
by Jim Kayalar Source: Richard Ivey School of Business Foundation 16 pages. Publication date: April 12, 2011. Prod. #: W11061-PDF-ENG
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