Implementing Strategy

This article discusses the implementation of strategy in the pharmaceutical industry, using Eli Lilly and Company as a case study. It covers external analysis through PESTLE analysis and Porter's Five Forces, as well as internal analysis through core competencies and value chain analysis. The article also discusses the company's marketing and sales efforts, as well as its commitment to ethical behavior and moral character.

Implementing Strategy

IMPLEMENTING STRATEGY 1
Answer 1
External Analysis
PESTLE Analysis
PESTLE Analysis is a tool which is used by marketers to analyse the macro-environment of
the company. The factors which affects the organisation is also analysed by this tool so that
the company can take the decision as per the environment. PESTLE stands for political,
social, economic, environmental, legal and technological which states the external
environment of the company. These points are described below as per the case study of the
company.
As per the case study, Eli Lily and company were situated in United States. Lily is the
pharmaceutical company which is able to safeguard its problems by looking internally to the
core capabilities.
Political
In the case of Eli Lily and company, the external factors are supporting the industry for the
future success. It has been seen that the government and the company decision for the
medicine is somewhere different such as the decision taken by the individual for the use of
Rx therapy is different the decision taken by the government. The decision taken by the
government is affected the company. The company has lack of productivity due to pressure
of pricing and the restriction of government as per the healthcare systems. Lack of
productivity is a big issue for the company because it is difficult to produce the new products
for the therapist in the limited budget. The government financed healthcare system restricts
the company in the terms of pricing. The new products are available globally; to purchase
that product the government payers has to pay the premium demanded by manufacturer. It is

IMPLEMENTING STRATEGY 2
observed that the government has the responsibility towards the society in the terms of
medical services (Rastogi, and Trivedi, 2016). The government expands Medicaid eligibility
so that the all American can afford the health insurance and even those who have low-
income. The low prices are not beneficial for the company; the company earned the less
amount of profit by serving the services at the low prices.
Environmental
The pharmaceutical business affects the environment; as the Americans claim that the
industry includes the aliments which cause the diseases. It is harmful for the society as well
as the environment because manufacturing new drugs consumer more natural resources and
chemicals. The services based model of the company provides the total customer solutions
and manage the overall healthcare cost which is positive factor for the company as well as the
society. It is a noble effort in the today environment which helps the society in saving the cost
(Samsatli, Samsatli, and Shah, 2015).
Social
It has been seen that medicines helps in recovering the patient from the diseases. It is
beneficial for the society and it can be said that the company saves the lives of people. As per
the case study, it is observed that the drug companies promote the diseases by matching their
drugs. The people of Americans believes that the companies have dubious aliments which
helps in one diseases but causes the other one such as generalised anxiety disorder. Some of
people also believe that the company also invest on prescription of drugs and its result to
protect the people from side effects.
Technological

IMPLEMENTING STRATEGY 3
The company is required the machines to manufacture the new products for the therapies, and
the other diseases. In the case of Lily, it has been seen that the conventional technologies of
drugs was a challenge for the company at the time of explosion of time. As the time passes,
the machines are necessary for the company to manufacture the new products. After the many
years the pharmaceutical industry used advance technologies in proteomics, genomics. The
other technologies are used by the industry on the research and development of output so that
they can produce the new products that improve the therapies. The company use the high
technology for the production of new products (Singh, 2016).
Economical
It has been evaluated that the global sale of the industry were approximately $550 billion in
2004 in which 42% of this total has been taken by the Pharmaceutical industry for the
research and manufacturing the drugs (Henderson, 2007). The industry produced the new
drugs which consume the high investments. After a time, the production of new drugs is
falling due to high investment and many other reasons. The industry grows with the low rate
such as 7% and the branded pharmaceutical expected to lose patent protection due to which
the company came under the financial pressure. Now, the company introduce the new drugs
at a rate in the every two years (Adamo, et al., 2016).
Legal
It is observed that the food and drugs is directly consumed by the consumer that is why the
government enter the drugs under the DTC regulation in 1997(Henderson, 2007).
Porter’s Five Forces
It is a model which identifies and analyse the five competitive forces which helps to
determine the weaknesses and strength of the company. It is also used to analyse the industry

IMPLEMENTING STRATEGY 4
structure which helps to determine the corporate strategies. The model includes the five
forces which help to analyse the company structure so that the company can develop the
corporate strategies such as bargaining power of suppliers, bargaining power of buyer, threat
of competitors, threat of substitute and threat of new entrants. These forces are described as
below:
Bargaining Power of supplier
It has been seen that the bargaining power of suppliers is less due to high competition among
suppliers. There is large number of suppliers in the market which compete each other to grab
the large market share (E. Dobbs, 2014). Due to large number of supplier the company can
easily switch from one supplier to other supplier. The switching cost is low so that the
companies can easily deal with the other suppliers. The company uses the IT tools to develop
a global network of suppliers who can provide the services at the lowest price. Due to
develop the network; the company has high power to switch with the other suppliers.
Bargaining power of buyer
The industry has high competition as well as large number of customers in the market. It has
been evaluated that the every human needs medicine to stay well and healthy (Yunna, &
Yisheng, 2014). The industry has the large number of customers and has high demand. To
attain the large market share the company reduces their prices as compare to the other
competitors. It is an advantage for the customers because they get the services at the lowest
cost. Thus, it can be said that the bargaining power of buyer is high. The border portfolio is
also a reason of high negotiation power of central buyer.
Threat of substitute

IMPLEMENTING STRATEGY 5
The company has less threat of substitute products because there is no substitute for the
drugs. But if the requirement of a drug is low then the yoga, meditation and the other
therapies are the substitute for the company (Porter, and Heppelmann, 2014). Homeopathic
and herbals treatments are also the substitute of the company but these drugs are also made
by the pharmaceutical industries at the certain level. Healthier lifestyle such as balanced diet,
exercise and other physical activities are the substitute products of the drugs.
Threat of new entrants
It has been seen that the threat of new entrants is high because of large number of customers.
Nowadays, every human requires drugs for cure or to stay healthy that is why the demand of
the industry is high. The new companies enter in the market due to high demand of customer
towards the services. The new entrants came with the new therapies and treatments which is
also a biggest threat for the company.
Threat of competitors
The pharmaceutical industry is comes under the most competitive industries in the world.
Most of the companies have high reputation in the market just because of high quality of
services. The profit margin of the company is high because it comes under the companies
who have good reputation in the market. The company faces the large competition in the
market due to high goodwill value. The company create the key capabilities to gain the
competitive advantage but the competitors always put their efforts to gain the market share.
Merck, Gilead, Pizers, and Genentech are the main competitors of the company. It can be
said the company has high threat in the market.

IMPLEMENTING STRATEGY 6
Internal Analysis
Core competencies
Core competencies are a concept of multiple resources and skills that distinguish a firm in the
marketplace and their activities which helps them to compete with the competitors (Zhao,
Zuo, Wu, Yan, and Zillante, 2016). Eli Lilly is a research based company which is based on
Pharmaceutical Corporation. It provides the creating and innovative services to the customer
which is based on the health care solutions. The innovative services of the company help the
people to live longer and healthier. The pharmaceutical business has been the core of the
company for more than 100 years. It has been seen that the resources, capabilities reflects the
unique personality of the company (Takata, 2016). The company services reflect the
experience for more than ten decades. As per the case study, it is observed that the company
change their core strategies to achieve the competitive advantage in the market. The company
divided its work into three interrelated phases in which the scenario planning, business model
and core capabilities assessment. It focuses on its core capabilities so that it can provide the
services to the customer. The company was able to safeguard its independence by looking
internally for core capabilities. The core capabilities of the company develop and exploit by
improving speed to market, narrowing its R&D focus from right to five therapeutic areas,
spinning of its non-core medical device. The other concept of core competencies of the
organisation is R&D and Marketing. Research and development department of the company
focuses on the demand of the consumers and trend of the market to satisfy the consumer
needs (Li, and Liu, 2014).
The core competencies of the company are based on the satisfaction of consumer needs and
its main motive is to provide the service to the consumers so that they can stay healthy. The
top management facilities provide the full support to the superior management so that they
can develop the core competencies. The company introduce the new products and therapies

IMPLEMENTING STRATEGY 7
style to make the treatment more flexible. The every part of the company plays a role in
strengthening its position and the spirit of cross-functional teamwork which helps the
company in producing the new products in numerous ways (Barney, 2017).
The core competence of the company is qualified in the core competencies test which is
given below:
Tests Conformance to gtest of core competence
Customer value Reduce the cost of treatment with the
effective result
Competitor differentiation Implemented patient focused and process
oriented approach.
Extendibility Enables the company to transfer its growing
stream into global markets and create new
competitive space
(Tech Target, 2018)
The management of the company belives that the process involving everything to introduce
the new products such as technologies. The company is commited to developing and utilizing
the talent and energies of all its employees worldwide. The success of the company depends
on the employees who put their efforts on the innovation of the product.
VALUE CHIAN Analysis
Value chain is a set of activities in which a firm operates in a specific industry in order to
deliver the services and products for the market. The idea of value chain is based on the

IMPLEMENTING STRATEGY 8
process of view of organisation to achieve the competitive strategies. The model is classified
into the two segments such as primary and support activities.
Primary Activities
Primary activities include the functions that are related to the conversion of input into output
and distribution activities of the company are called the primary activities. It includes
inbound logistics, operations, outbound logistics, services, marketing and sales. These
functions of the company are described as below as per the case study of Eli Lilly.
Inbound Logistics
The company follow the “Fully Integrated Pharmaceutical Company Model” (FIPCO) in
which each company has its own discovery, development, marketing, and sales functions.
The blockbuster model helps the company in distribution of small number of drugs due to
which the global sales is increases by the $ 1 billion annually (Christopher, 2016).
Operations
The company is in the stage in which the raw material in finally prepared into the final
product for consumes. The company manufacture the pharmaceutical product of the highest
quality to protect the consumer. The company also follow the DTC regulation at the time of
delivering the product (Mudambi, and Puck, 2016).
Outbound Logistics
The company distribute the products with the help of retailing channel. Retailers distribute
the product and will reach at the customers. The company also sold the product to the
hospitals in bulk quantity which is used in the treatment of patients (Lilly, 2018)
Marketing and sales

IMPLEMENTING STRATEGY 9
The company promote the drugs through the advertisement on television and Internet. In the
early age, the company spent the huge money on marketing as compare to the PepsiCo spent
the money on its Pepsi product. The companies consume fewer amounts on research and
development but the company consume high amount in the marketing. It has been seen that
the marketing and sales efforts of the company fall the stock price with the percentage of
19% in a year (Darmawan, Putra, and Wiguna, 2014). The company continuously raise the
marketing amount with the passing year. As per the case study, the company invest 3424
billion in marketing but in 2004 the company invest 4284.2 (Henderson, 2007).
Service
The company improves its performance by its highest standard of honesty, ethical behaviour,
and moral character. These factors help the company in the new way to improve the
performance. The company improves its therapies by obtaining the price premium for new
products. New product use in therapies consumes high price that is why the price premium is
required to improve the services. The company also use the advance technology to improve
the current therapies. The new products is depends on the same target as the existing
therapies; it just improve the safety in the therapies (Atighechian, Maleki, Aryankhesal, and
Jahangiri, 2016).
Support Activities
Support activities are those activities that assist the primary activities of the company for the
smooth work or to achieve the objective. It also includes infrastructure, procurement,
technology development, and human resource management. These functions are described as
per the case study of Eli Lilly to described that how the company perform these functions.
Infrastructure

IMPLEMENTING STRATEGY 10
The company is divided its work into the three phases such as Business model evaluation,
core capabilities and scenario planning. There are different departments in the firm which
makes the work easy and every department perform their work according to their
responsibilities. The cost structure of the company is same as the Indian pharmaceutical
manufacture companies; the cost structure of the company is low with the sales and
marketing expenses with the rate of 40-50% of prices (Jaberidoost, et al., 2015). The
company achieve success not by cost cutting only but also by taking decision in a completely
different framework with costs at its core.
Human Resource Management
Employees are the valuable asset for the company. It has been seen that the company have
42000 employees with the help it operates in 142 countries. The company provides the
private health insurance plans which are beneficial for the employees (Lilly, 2018).
Procurement
The company follow the Low Cost Innovative FIPCO model which is depend on the external
prices of the services such as raw material. It uses the sophisticated IT tools to develop a
global network of suppliers who can provide the services at the lowest prices. It states that the
company get the raw material in the low prices from the suppliers. The company also take
care of their suppliers by providing those benefits (Lin, 2016).
Technologies Development
Technology helps the company in making the new products and improves the therapies.
According to the case study, the conventional technologies of drugs were a challenge at the
time of developing the machines by using the advance technologies (Henderson, 2007). After

IMPLEMENTING STRATEGY 11
the many years, the pharmaceutical industry used the technology in proteomics, and
genomics. The company used the other technology which is based on the research and
development of output so that it can produce the new products which helps the company in
improve the therapies. The company use the technologies in producing the new drugs or to
improve the therapies (Ho, Zheng, Yildiz, and Talluri, 2015).
Answer 2
Theory of changes defines the vision and mission of the company. The theory of change is a
diagram that describes the outcomes of an organisation which develops through their work
and the relationships between those outcomes. The theory of change defines the objective and
the procedure to achieve the objective of the organisation.
Vision theory is the proposal which is accomplished by eye dreams emitted by the eyes. This
theory comes from something representative of the object entering the eyes. In the other
words, it can be said that the objective of the company is set by the organisation is called the
vision. The statement given by the company to describe the objective is called the vision
statement. As per the case study, it has been seen that the vision of the company is to get the
leadership position in the pharmaceutical industry (Henderson, 2007).
To reach at the vision the company has to take the steps towards it. The good mission
statement describes the benefits of an organisation and the process to achieve the success.
The mission of the company is making the medicines that help people to live longer, healthier
and more active. For this the senior manager of the company divides the work into the three
phases such as scenario planning, core capabilities assessment, and business model
evaluation.

IMPLEMENTING STRATEGY 12
Value theory is a framework which helps to understand that how, why and what degree
person value things. It describes the values of an organisation due to which they operate the
business. As per the case study, Integrity, excellence and respect for peoples are the values
and ethics which the company follows to attain the customer loyalty and maintain the high
quality. Integrity reflected in the very highest standard of honesty, exemplary moral character
and ethical behaviour. Excellence is reflected in the search of the company new ways to
improve the performance of business (Lilly, 2018). Respect for people is reflected in the
concern of the company towards the people who works with them such as customers,
employees, partners, suppliers, shareholders, company and communities. The respect and
integrity states the values from which the company achieve the success and attain the
consumer attention towards their services.
The present practice of corporate social responsibility is divided into three theories such as
the stakeholder’s theory, business theory, and the shareholder value of theory of CSR. The
company achieved success in the future by contributing towards the society. The companies
contributed towards the society as per the theories. As per the case study, Eli lily and
company plays the important role in developing the society. It contributes towards the society
by introducing the innovative medicine for the good health. The company collaborate with
the stakeholders and government to build the trust in bringing the value to society and patient.
The expertise of the company helps to meet the social needs and open up a new opportunity
for the company to promote the medicines in the market and aware the people for their
health. Promoting the medicines also provide solutions to health challenges which is face by
a patient (Lilly, 2018).
The company contributes the society by following the theories or by performing the
activities. The CSR activities of the company are measured by the rewards and achievements.
The company contribute in the several initiative of India in corporate social responsibility

IMPLEMENTING STRATEGY 13
activities. This approach helps the company in enduring the value for society and it includes
in Global Day of Service, and Global Health Program (Lilly, 2018). The company also
collaborates with the non-government organisation to promote the health of people who are
underprivileged. For this initiative, the employees of the company work with the local
organisation to provide the different lives to those people. The step taken by the company
helps in reducing the rate of death of people in the terms of diseases. A health of people is an
asset for an individual and medicine plays an essential role in it. There are many people who
are able to afford the medicines and treatment tools but the company provides the free
treatments to those people to improve their health. It has been seen that there are number of
people die due to diseases of TB. The company also take the step against the disease which
helps in reducing the disease. The company launched a multi-pronged philanthropic program
to fight the disease of TB and for this public and private health care professionals, academia,
international organisation, producers of medicine involved. It is working with the government
and stakeholders of India to organised the Revised National TB Control Program (RNTCP) in
various states. The company invested a huge amount to ensure that the facility is provided to
patients is received or not (Korman, Zhao, Pike, and Roberts, 2016). The company also got
the awards of “Excellence of CSR” and the Aaj Take Care Awards by the government of
India for the steps against the TB disease. The culture of the company is be lived their
employees as an asset which helps in getting the success in the market (Jong, and van der
Meer, 2017). The steps taken by the company towards the society helps in improving the
health of people and it also provide the services to those who are underprivileged. The
company uses the chemicals to produce the medicines to help the society in getting the relief
from pain but the chemical is used is harmful for the environment. The company has the
responsibility to also take care about the environment. As per the case study, it has been seen
that the company produce the medicines by analysing the whole scenario which includes the

IMPLEMENTING STRATEGY 14
external environment. It analyse the factors which affects the external environment and then
take care about those factors during the production (Lilly, 2018). The company is well versed
in both the scenario of planning and the pharmaceutical industry environment. It follows the
service model which defines the appeal of providing the total customer solutions with the
managing overall healthcare cost. The methods of the company in developing the services is
beneficial for the society, it can be said that it would be a noble efforts of the company
towards the society (Aksak, Ferguson, and Duman, 2016).
The company also took more steps towards the care of people to improve the health services
such as Uday program (De Grosbois, 2016). This program helps in fighting the non-
communicable diseases with the initial focus on diabetes patient. The stakeholders,
government and communities encourage the company in adopting the best solution for the
customers (Ruggie, 2017). The company provides support to the community through its grant
and donations program. The main three area in which the company focus such as cultivating
and strengthening services to foster education, caring for the environment and supporting
families in need. These three areas help in improving the health of people (QSR media,
2016).
From the above analysis, it has been seen that the company achieve the many awards and
rewards for delivering the quality of services. The company adopt the values of integrity and
respect which states the quality of services of the company. The vision and mission of the
company is successfully achieved by the company by performing its quality of services or by
adopting the values and ethics. The rewards and achievements are the evidence which states
that the consumers attracted towards the services of the company. Customer trust and
government awards reflect that the company performed its activities very well as per their
vision and mission statement (Bio spectrum, 2013). It also reflects that the company perform

IMPLEMENTING STRATEGY 15
their activities as per the theory of corporate social responsibilities. That is how the
organisation is actually performing against these practices.
Answer 3
Ansoff Matrix is a strategy planning tool which provides the framework to the companies to
help the senior managers, and marketers in evaluating the strategies for growth. As per the
environment and current position of the company; the strategies are analysed which is more
appropriate for the company. It is the best model to analyse the strategies for the future
growth of the company. This model is useful for the Eli Lilly to expand the business and
earned the high profit (Proctor, 2014).
The managers and directors of the company understand that the organisation is growing in the
long term but they cannot stick with the same mind-set especially when the things are going
well. They have to find new ways to increase the profits or expand the business at the higher
level by reaching the new customers (Hishe, Asfaw, and Giday, 2016). It is essential for the
company to adopt the new strategies for the success in the future and survive long in the
market. As per the case, Eli Lilly is a pharmaceutical company which helps the people in
improving the health. But with the same mind-set; it loose the opportunity of future growth in
the market. There are numerous options available for the company due to which it can expand
the business and earn high revenue. This model describes the four growth alternatives which
helps the company in getting the success (Hussain, Khattak, Rizwan, and Latif, 2013).
Market penetration
Market penetration strategy is used to grow in the market with the existing services. This
involves the increasing market share within the market segment. It can be achieved by
attracting new customers towards the services. The company can attract the customer by

IMPLEMENTING STRATEGY 16
decreases the prices. In the case study, it is observed that the company increased the prices of
new therapies. Especially the prices of Rx drugs are set high to control the growth and
development of Rx drugs (Henderson, 2007). The company attract the consumers by
decreasing the prices of drugs. Middle class families can also afford the drugs and they are
the new customers for the company for expanding the business.
Market development
Market development strategy refers to expand the business in the new market with the
existing services. The companies can achieved the success by targeting the new market
similar with the existing market. It can also use the new techniques to introduce the new
product which is beneficial for the consumers (McDonald, 2016). As per the case study, new
products relies on the same target as existing therapies and develop only modest change in
safety and efficacy. Although, R&D productivity is decline due to cyclical or structural
problem, the promise of growth of new technology is not fulfilled by the company. If the
company adopt more new technologies to produce the medicine or to improve the therapies;
it will achieve success in the market (Rothaermel, 2015).
Product development
In this strategy, the company tries to expand the business by developing the new products and
offering the services. It can be obtained by investing in research and development of new
products, joint venture with the other companies for the particular product. In this case, Eli
Lilly produces a new product in the two years (López-Gamero, and Molina-Azorín, 2016). It
is observed that the new products improve the therapies which are beneficial for the patients.
The large number of people attract towards the new technology in the existing market by the
highest comfort (Gurcaylilar-Yenidogan, and Aksoy, 2018).

IMPLEMENTING STRATEGY 17
Diversification
In diversification strategy, the company offer the new product in the new market. This
strategy consumes high risk because product and market is new. Eli Lilly has to expand the
business at the international level with the new product in the new market. The company is
operating in pharmaceutical industry with the high goodwill. It has the opportunity to expand
the business by producing the tools and equipment’s those are used in the treatment of a
patient and during the operations (Lilly, 2018).
Critical Evaluation
From the above analysis, it has been seen that Eli Lilly has many opportunities to grow in the
market. But the best strategy is Diversification and market development because the company
have less risk from these strategies. From the case study, it is observed that the decreasing
prices of the product are a risk for the company because there are many products those are
very expensive raw material (Morden, 2016). Then it would be heavy loss for the company to
sale the product by decreasing the prices. Although, the company produce a new product in
every two years but producing new producing consumer cost and time. Before selling the
product, it is analysed in labs for the safety. As per the case study, the company suffer with
the stage of lack of productivity that means it continuously face the issue of pricing pressure
and access the restrictions in countries. The company face the financial issue under the
government pressure (Cwalina, Falkowski, and Newman, 2015).
The company has good goodwill in the market for its quality of product. The new
development in the new market will achieve success due to high goodwill. The market
development strategy is also beneficial for it because adopting new technology means
producing the product with the various qualities from which the consumer will attract

IMPLEMENTING STRATEGY 18
towards the product. That is why; these two strategies are beneficial which helps the
company in expanding the business or earning the high revenue (Dabholkar, 2015).

IMPLEMENTING STRATEGY 19
References
Adamo, A., Beingessner, R. L., Behnam, M., Chen, J., Jamison, T. F., Jensen, K. F.,
Monbaliu, J. C. M., Myerson, A. S., Revalor, E. M., Snead, D. R. and Stelzer, T. (2016) On-
demand continuous-flow production of pharmaceuticals in a compact, reconfigurable system.
Science, 352(6281), pp. 61-67.
Aksak, E. O., Ferguson, M.A. and Duman, S. A. (2016) Corporate social responsibility and
CSR fit as predictors of corporate reputation: A global perspective. Public Relations Review,
42(1), pp.79-81.
Atighechian, G., Maleki, M., Aryankhesal, A. and Jahangiri, K. (2016) Are Macro and Micro
Environment Affecting Management of Fresh Water Resources? A Case from Iran with
PESTLE Analysis. Materia socio-medica, 28(4), p. 307.
Barney, J. B. (2017) Resources, capabilities, core competencies, invisible assets, and
knowledge assets: Label proliferation and theory development in the field of strategic
management. The SMS Blackwell handbook of organizational capabilities, pp. 422-426.
Bio spectrum. (2013). Eli Lilly's corporate social responsibility impact. [online] Available
from: https://www.biospectrumasia.com/opinion/49/8170/eli-lillys-corporate-social-
responsibility-impact.html [Accessed 24/11/18].
Christopher, M. (2016) Logistics & supply chain management. UK: Pearson.
Cwalina, W., Falkowski, A. and Newman, B. I. (2015) Political Marketing: Theoretical and
Strategic Foundations: Theoretical and Strategic Foundations. Oxon: Routledge.
Dabholkar, P. A. (2015) How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). UK: Springer.

IMPLEMENTING STRATEGY 20
Darmawan, M. A., Putra, M. P. I. F. and Wiguna, B. (2014) Value chain analysis for green
productivity improvement in the natural rubber supply chain: a case study. Journal of
Cleaner Production, 85, pp.201-211.
De Grosbois, D. (2016) Corporate social responsibility reporting in the cruise tourism
industry: a performance evaluation using a new institutional theory based model. Journal of
Sustainable Tourism, 24(2), pp.245-269.
De Jong, M.D. and van der Meer, M. (2017) How does it fit? Exploring the congruence
between organizations and their corporate social responsibility (CSR) activities. Journal of
business ethics, 143(1), pp.71-83.
E. Dobbs, M. (2014) Guidelines for applying Porter's five forces framework: a set of industry
analysis templates. Competitiveness Review, 24(1), 32-45.
Gurcaylilar-Yenidogan, T. and Aksoy, S. (2018) Applying Ansoff’S Growth Strategy Matrix
To Innovation Classification. International Journal of Innovation Management, 22(04),
p.1850039.
Henderson R. M. (2007) Eli Lilly’s Project Resilience: Anticipating the Future of the
Pharmaceutical Industry.
Hishe, M., Asfaw, Z. and Giday, M. (2016) Review on value chain analysis of medicinal
Plants and the associated challenges. Journal of Medicinal Plants Studies, 4(3), pp. 45-55.
Ho, W., Zheng, T., Yildiz, H. and Talluri, S. (2015) Supply chain risk management: a
literature review. International Journal of Production Research, 53(16), pp. 5031-5069.
Hussain, S., Khattak, J., Rizwan, A. and Latif, M. A. (2013) ANSOFF matrix, environment,
and growth-an interactive triangle. Management and Administrative Sciences Review, 2(2),
pp.196-206.
Jaberidoost, M., Olfat, L., Hosseini, A., Kebriaeezadeh, A., Abdollahi, M., Alaeddini, M. and
Dinarvand, R. (2015) Pharmaceutical supply chain risk assessment in Iran using analytic

IMPLEMENTING STRATEGY 21
hierarchy process (AHP) and simple additive weighting (SAW) methods. Journal of
pharmaceutical policy and practice, 8(1), p. 9.
Korman, N.J., Zhao, Y., Pike, J. and Roberts, J. (2016) Relationship between psoriasis
severity, clinical symptoms, quality of life and work productivity among patients in the USA.
Clinical and experimental dermatology, 41(5), pp. 514-521.
Li, D.Y. and Liu, J. (2014) Dynamic capabilities, environmental dynamism, and competitive
advantage: Evidence from China. Journal of Business Research, 67(1), pp.2793-2799.
Lilly. (2018) Corporate Social Responsibility. [online] Available from:
https://www.lilly.com.au/en/responsibility/corporate-social-responsibility.aspx [Accessed
24/11/18].
Lilly. (2018) Eli Lilly & Company: Uniting caring with discovery to make life better for
people around the world. [online] Available from:
https://www.lilly.com.au/en/about/index.aspx [Accessed 24/11/18].
Lin, S.Y. (2016) Mechanochemical approaches to pharmaceutical cocrystal formation and
stability analysis. Current pharmaceutical design, 22(32), pp.5001-5018.
López-Gamero, M.D. and Molina-Azorín, J.F., 2016. Environmental management and firm
competitiveness: the joint analysis of external and internal elements. Long range planning,
49(6), pp.746-763.
McDonald, M. (2016) Strategic marketing planning: theory and practice. In The marketing
book. Oxon: Routledge, pp. 108-142.
Morden, T., (2016) Principles of strategic management. Oxon: Routledge.
Mudambi, R. and Puck, J., (2016) A global value chain analysis of the ‘regional
strategy’perspective. Journal of Management Studies, 53(6), pp. 1076-1093.
Porter, M. E. and Heppelmann, J.E. (2014) How smart, connected products are transforming
competition. Harvard business review, 92(11), pp.64-88.

IMPLEMENTING STRATEGY 22
Proctor, T. (2014) Strategic marketing: an introduction. Oxon: Routledge.
QSR media. (2016) Five Guys looks to expand to 28 countries, including Australia, in the
next five years. [online] Available from: https://qsrmedia.com.au/international/news/five-
guys-looks-expand-28-countries-including-australia-in-next-five-years [Accessed 24/11/18].
Rastogi, N. and Trivedi, M. K., (2016) PESTLE technique–a tool to identify external risks in
construction projects. International Research Journal of Engineering and Technology
(IRJET), 3(1), pp. 384-388.
Rothaermel, F. T. (2015) Strategic management. US: McGraw-Hill Education,.
Ruggie, J. G. (2017) The theory and practice of learning networks: corporate social
responsibility and the Global Compact. In Learning To Talk (pp. 32-42). Routledge.
Samsatli, S., Samsatli, N.J. and Shah, N. (2015) BVCM: a comprehensive and flexible toolkit
for whole system biomass value chain analysis and optimisation–mathematical formulation.
Applied Energy, 147, pp. 131-160.
Singh, A.K. (2016) Selecting Regional Postponement Centre Using PESTLE–AHP–TOPSIS
Methodology: A Case Study in a Pharmaceutical Company. Global Business Review, 17(5),
pp. 1266-1268.
Takata, H. (2016) Effects of industry forces, market orientation, and marketing capabilities
on business performance: An empirical analysis of Japanese manufacturers from 2009 to
2011. Journal of Business Research, 69(12), pp.5611-5619.
Tech Target. (2018) core competency (core competencies). [online] Available from:
https://searchcio.techtarget.com/definition/core-competency [Accessed 24/11/18].
Yunna, W., & Yisheng, Y. (2014) The competition situation analysis of shale gas industry in
China: Applying Porter’s five forces and scenario model. Renewable and Sustainable Energy
Reviews, 40, 798-805.

IMPLEMENTING STRATEGY 23
Zhao, Z.Y., Zuo, J., Wu, P.H., Yan, H. and Zillante, G. (2016) Competitiveness assessment
of the biomass power generation industry in China: A five forces model study. Renewable
Energy, 89, pp.144-153.