OBTAINING INDUSTRY CONTROL - THE CASE OF THE PHARMACEUTICAL DISTRIBUTION INDUSTRY

In most industries, distributors have lost considerable power and posi tion to large retailers who purchase directly from manufacturers. In c ontrast, U.S. pharmaceutical wholesalers have gained over 75 percent o f the pharmaceutical prescription market during a time when consolidat ion is paramount in the health care industry. This article shows how n iche and differentiation strategies have been used successfully by six industry contenders to achieve this level of dominance.