The transformation in the generics industry competitive landscape is pushing the evolution of traditional business operating models. Companies are seeking further competitive advantage through innovation, differentiation and improved quality of products, striving for smarter, more profitable business models, cost effectiveness and faster routes to market.

Traditional pharmaceutical innovators are coupling with generic manufacturers to better provide for the healthcare sector with more companies like Novartis launching or getting generics arms to their businesses.

With more than 30 drugs coming off-patent in the next 3-5 years, this will open up serious competition from the generics alternatives. Pharmaceutical innovators strive to secure their intellectual property and product brands by extending patents, whilst generic producers compete to occupy the new space in the market, leveraging on the new opportunities.

As a result, the generics space is pitched for fundamental growth with revenues reaching more than $84bn by 2010.