||Contents: Foreword; Part I How Pharma Differs - and Why This Is Important: How pharma differs; The consequences of extended timescales; The barriers to getting in and out of pharmaceuticals. Part II Assessing Management Concepts: Assessing the value of concepts from outside the pharmaceutical industry; When gurus get it wrong; In search of the perfect organisation. Part III Big Pharma's Strategic Options: Focussing down and diversification; Diversification: ebbs and flows in enthusiasms; Mergers and de-mergers. Part IV Where Will New Products Come From?: Emerging countries - opportunities in perspective; Interlude - what can we learn from Japan?; Prospects for emerging countries; The USA - by no means past its peak. Part V Prospects for New Products: Projecting new product quantity; Trends in attrition rates; Trends in new product quality; Projects and conclusions. Part VI Getting a True Fix on Prospects: Underestimating potential - a common feature of pharmaceutical forecasting; Probing profitability estimates. Part VII Conclusions and Summary: Assessing the transformative powers of strategies; Transforming Big Pharma in a nutshell; Appendix; References; Index.