Achieving sustainable competitive advantages: R&D, patents, and trademarks strategies in Big Pharma
This article seeks to deepen the understanding of sustained competitive advantages built through strategies of R&D investments, and patents and trademarks registrations by Big Pharma, within the framework of the three main activity clusters related to dynamic capabilities: sensing, seizing,...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade Estadual de Campinas (UNICAMP) |
| Repositorio: | Revista Brasileira de Inovação (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.periodicos.sbu.unicamp.br:article/8673794 |
| Acceso en línea: | https://periodicos.sbu.unicamp.br/ojs/index.php/rbi/article/view/8673794 |
| Access Level: | acceso abierto |
| Palabra clave: | Big Pharmas Resource-Based View Intangible assets Resource-based view Ativos intangíveis |
| Sumario: | This article seeks to deepen the understanding of sustained competitive advantages built through strategies of R&D investments, and patents and trademarks registrations by Big Pharma, within the framework of the three main activity clusters related to dynamic capabilities: sensing, seizing, and transforming. The use of this framework contributes to the comprehension of the strategies of R&D, patents, and trademarks by Big Pharma in creating sustained competitive advantages and in the endurance and stability of these companies as industry leaders. The identification of R&D opportunities emerging from the public sector, the ability to leverage identified opportunities through organizational competencies and consistent strategies for resource transformation – such as evergreening –, and brand building have been recognized as significant components of the dynamic capabilities of the firms that enable the creation and maintenance of sustained competitive advantages. |
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