Strategies that have worked in mature markets will not necessarily bring success in emerging markets, according to a Booz & Co. survey of executives from more than 25 brand-name and generic-drug-makers. In Brazil, Russia, India, China, Mexico and Turkey an emphasis on local research and development opens doors, while relationships with government entities are key in so-called second-tier markets. In Africa, where the need for drugs to treat communicable diseases is stronger than the need for lifestyle drugs, relationships with distributors and nongovernmental organizations can help drugmakers overcome a weak health infrastructure, the survey found.

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