Implications of Redesigning the Global Pharmaceutical Industry on the Serbian Market

  • Željko Jovanović Actavis Ltd., Belgrade
  • Dejan Petrović University of Belgrade, Faculty of Organizational Sciences


Business activities of pharmaceutical companies, especially in the last three decades, present numerous challenges. In the times of market changes, strengthening of competitors, development of new products, intensified statutory regulations, for a modern pharmaceutical company to retain its place in the market, it is necessary that it should change continually and adapt to new business conditions. This paper presents an analysis of the pharmaceutical industry and its position in the contemporary economic flows. The basic intention of the author is to point out the importance of the pharmaceutical industry in particularly turbulent times, as well as to closely acquaint all interested parties, especially the general and professional public, with events within the industry. The main objectives of the paper are to analyze: the current situation in the pharmaceutical industry globally; basic challenges encountered by the industry; its perspectives for the future; to identify and analyze business activities of the pharmaceutical companies in the Serbian market, and to identify the initiators of its future development considering external factors that influence it, especially the state policy in the healthcare sector, as well as economic problems featured in all developing countries.

Author Biographies

Željko Jovanović, Actavis Ltd., Belgrade

Željko Jovanović was born in 1976. He studied at the Faculty of Economics, University of Belgrade, where he received his MSc degree. He worked with the Treasury Administration of the Ministry of Finance of the Republic of Serbia in the Public Utility Restructuring Unit, as well as with the company for trading pharmaceutical products ‘’Actavis Ltd’’, which is part of the multinational generic pharmaceutical company Actavis PLC, one of the biggest global companies for production of generic medications. He was employed in the Finance, Sales and Business Development segments.

Dejan Petrović, University of Belgrade, Faculty of Organizational Sciences

Dr. Dejan Petrović is a full professor and Head of Department of Management and specialized management disciplines at the Faculty of Organizational Sciences, University of Belgrade. He is also visiting professor at several universities in the country and abroad. His research interests include management, project management, strategic management, project appraisal and change management. He has been a consultant for a wide variety of public and private organizations, and he has published books and articles in refereed journals.

How to Cite
Jovanović, ., & Petrović, D. (2015). Implications of Redesigning the Global Pharmaceutical Industry on the Serbian Market. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 20(74), 1-12. doi:10.7595/management.fon.2015.0001