RESUMOO artigo procura responder às seguintes perguntas: tendo como pano de fundo as transformações estruturais pelas quais a indústria farmacêutica global está passando recentemente, que empresa está preparada para liderar a competição no futuro? O que diferencia essa empresa líder das outras empresas na indústria? O que ela fez ou está fazendo nesse sentido? Essa empresa líder, em nosso modo de ver, é a Merck, e o que a faz diferente é a visão de futuro do negócio e a implementação de iniciativas estratégicas que redesenham o negócio de acordo com essa visão, causando um grande impacto na própria indústria como um todo. O que a diferencia é a capacidade de adaptar-se e lidar com mudanças, rompendo com o modelo de negócio existente. ABSTRACTThe 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. PALAVRAS-CHAVE Indústria farmacêutica, Merck, estratégia e inovação, visão de futuro, redesenho do negócio e competição.KEY WORDS Pharmaceutical industry, Merck, strategy and innovation, vision of the future, business redesign and competition.
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