Abstract

OCHOA-DIAZ, Héctor; CORREA-LENIS, Juan Manuel  and  ATEHORTUA-RIZO, Alexander. Internationalization process in the pharmaceutical sector: The case of the Colombian company Tecnoquímicas. estud.gerenc. [online]. 2017, vol.33, n.145, pp.421-437. ISSN 0123-5923.  https://doi.org/10.1016/j.estger.2017.10.002.

This case presents the analytical methodology that was developed to build the internationalization strategy of Tecnoquímicas, one of the most important pharmaceutical companies in Colombia, which has being recognized, since its foundation in 1934, for its remarkable capacity for innovation in new products and in its strategies to respond to the needs of the market. In this sense, and given the need to internationally expand the market, the company developed a novel methodology for analyzing the international variables, which would allow it to advance in the process of selecting the markets to which it could direct its penetration actions. The information used to document the case was provided directly by the company. With the review of this case, it is intended to generate discussion about variables and aspects to be considered when designing an internationalization strategy.

Keywords : Strategy; Internationalization; Market; Competitiveness.

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