Global Pharma: Managing Uncertainty

Global Pharma: Managing Uncertainty

Sourabh Bhattacharya^† and Surajit Ghosh Dastidar^‡

^† Institute of Management Technology (IMT), Hyderabad, India; [e-mail], [e-mail]

^‡ Institute of Management Technology (IMT), Hyderabad, India; [e-mail]

Introduction

It was a sunny day in June, and Mr. Anil Roy had just joined one month back as Director (Operations) of Global Pharma, a Hyderabad-based pharmaceutical company. He was going through a file that Mr. Ajay Kumar, the Chief Executive Officer (CEO), had sent earlier. He noted that in the most recent year, Global Pharma’s bottom line had significantly deteriorated. This was due to high demand variability for one of the critical active pharmaceutical ...