Artepharm: Commercialising the Malaria cure in Africa

• Main Authors: LIANG, Hao, WONG, Adina, HAN, Jiang
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2019
• Subjects: Commercialization; Stakeholders; Market entry; Fund raising; New product marketing; Pharmaceuticals; Health Economics; Marketing
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/274; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-19-BATCH [PDF-Pic]/SMU-19-0024 [Artepharm]/SMU-19-0024 [Artepharm].pdf
• Institution: Singapore Management University

This case is set January 2019. Song Jianping is senior advisor to Chinese pharmaceutical firm Artepharm, which has been engaging in malaria elimination in Africa since 2003. With a deep understanding of the African market, the company has developed an innovative approach to malaria elimination, stemming from traditional Chinese medicine. It created a combination drug marketed as Artequick and put forward an innovative programme called Fast Elimination of Malaria by Source Eradication (FEMSE). Despite the success of the FEMSE programme, which had been tested in the Comoros and eliminated about 95% of the malaria cases there, Artepharm had been facing a lot of challenges in commercialising its innovative and effective solution. These challenges include a lack of presence in the public market which was dominated by multinational corporations such as Novartis and generic pharmaceutical companies from India. Artepharm recognises that it has realised only a small fraction of the potential sales of antimalarial drugs on the African continent. Song is thinking about the next steps to increase Artequick sales, so that the company can become profitable and not rely on funding from its parent company and the Chinese government. Students will learn how to: explore how organisations can balance stakeholder interests towards the attainment of its objectives; understand how organisations can influence stakeholders and draw on various stakeholders’ resources to achieve sustainability; evaluate how doing business in developed markets differs from the emerging markets; and, assess how business can get ahead of economies with institutional voids by innovating their business strategies and building infrastructures.