Abstract:

This paper describes the research methodology used in a long range qualitative forecast of the future of the multinational pharmaceutical industry and same of the problems associated with qualitative international futures studies. The results of this study indicated that there was a need to develop more sophisticated attitudinal research techniques which could more effectively identify and monitor the political and social trends which are increasingly affecting the pharmaceutical industry. The study also identified the need to take a critical look at the industry and rethink our business strategy which has become outmoded as a result of our changing environment.