Competition between the research-based and other pharmaceutical firms has been increased by the steps taken. The strategic responses of companies were also considered in terms of Porter's typology. The strategic responses of major firms were explored through interviews undertaken in 1990 and 1995. Attitudes towards the outcomes of the Single Market Programme were broadly favourable where admission to markets and aspects of European operation were concerned. National controls over prices and reimbursement are seen as a major problem and the area where the Union had made least progress.
Parallel trade arouses great anxiety.
Asked about strategic issues in the near future, respondents identified in particular the need for a coherent European industrial policy for the sector, the possibilities of pan-European selling, relations with wholesalers, the need to maintain a critical mass in research and development, the further rationalisation of production facilities and vertical integration into disease management.