Dong-a pharmaceutical strategic change, and threats

Yoojin Shim, Sookang Kim, Seungho Choi

Research output: Contribution to journalArticlepeer-review


Dong-A has been the leading domestic firm in the Korean pharmaceutical industry since its establishment in 1932. By continuously investing in research and development (R&D), Dong- A has developed three original drugs and achieved a competitive advantage over its domestic competitors. However, since the introduction of a drug price reduction policy in 2012 by the Korean government, Dong-A's sales revenue from the domestic market has decreased significantly. This new policy has also influenced the landscape of the Korean pharmaceutical industry by changing the strategic positions of other pharmaceutical firms. Dong-A must respond to this challenging environment.

Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalJournal of the International Academy for Case Studies
Issue number1
StatePublished - 2016


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