Effect Of Generic Positioning Strategy On Organizational Performance Of Pharmaceutical Firms

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Addis Ababa University


In growing economies, Competition among firms is fierce and that is why firms need to position themselves differently from competitors and it has to be in a sustainable form. The objective of this study was to determine the effect of generic positioning strategies on organizational performance of pharmaceutical firms. A descriptive survey was undertaken. The population of the study consisted of 50 firms of those 45 was undertaken. From the findings most pharmaceutical firms, to a great extent differentiation strategy and cost leadership strategy were the main strategies used by the firms. Further research to establish factors that lead to changes in firms’ competitive strategies within the pharmaceutical industry is recommended. It is also recommended that Multinational pharmaceutical wholesalers should not try to compete with firms on price; instead they need to market their products as aspirational products for the uppermost earners



Organizational Performance, Cost Leadership, Differentiation