Pfizer, Inc. Case

Pfizer's establishment of co-development and marketing agreements reduce the time and money Pfizer spends on bringing a product to market, with the partner doing the early stage work prior to Pfizer's involvement. Shorter development times are a clear advantage in revenues terms.
Pfizer is making continual efforts to increase the efficiency of its R&D operations. The introduction of robotic high-speed synthesis technology has had a significant effect on the company's ability to create and modify new molecules. Pfizer has also pioneered new clinical testing technologies, utilized in its early development programs.
Pfizer's global presence means that newer products, which have only been launched in a relatively small number of markets to date, can be exposed to a much larger audience eventually, and Pfizer's ability to do this will greatly enhance the prospects of these drugs.
With its recognized marketing strength, Pfizer is likely to be considered a favored marketing partner for smaller companies who have exciting products in their pipelines, and Pfizer will be in a strong position to negotiate agreements which offer high financial rewards.
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