The article tries to answer the following questions: based on the changes in the global pharmaceutical industry that are in process nowadays, which company is prepared to lead the competition into the future? What differentiates this company from other competitors? What is this leader doing in this sense? In our view, this leader company is Merck, and what differentiates it from the others is the vision of the future for the business and the strategic initiatives that Merck has implemented following its vision, which have impacted on the whole pharmaceutical industry as well. It is the capability of the company to create a rupture with the current business model.
Pharmaceutical industry; Merck; strategy and innovation; vision of the future; business redesign and competition