Ref: IMD-7-2270

Case study

Reference: IMD-7-2270

Order this case study

Zentiva: Growing into a regional pharmaceutical powerhouse

David Bach
Niccolò Pisani

By Professor David BachDavid Bach, Professor Niccolò PisaniNiccolò Pisani and Lisa Simone Duke

By 2021, Zentiva relied on an internationally diversified network of manufacturing sites, ensuring the production and supply of medicines to millions of people in Europe and beyond. Employing more than 2,300 employees in its wholly owned sites, primarily in Eastern Europe, Zentiva produced medicines that were sold in more than 40 countries. Against the backdrop of changes in the pharma industry – particularly in Europe and in the leading generics market players, which were focused on gaining scale to reduce manufacturing and distribution costs – Zentiva had bold ambitions to become a leading generics and over-the-counter (OTC) manufacturer in Europe by 2025. How could Zentiva derive the benefits of the transformational trends that were impacting pharma players around the world? In view of the changes characterizing the European landscape, would an almost exclusive focus on Eastern Europe be the optimal international growth strategy for the company going forward?

Learning Objective

  • Analyze the extent to which the pharmaceutical industry is transforming itself and how this is creating new opportunities and challenges for incumbents such as Zentiva
  • Analyze the extent to which international expansion can be instrumental in Zentiva’s growth and success in the marketplace
  • Explore how companies such as Zentiva can create value via their international footprint
  • Explore strategy in an environment characterized by a high degree of uncertainty
Keywords Growth Strategy, International Strategy, Internationalization, Mergers and Acquisitions, Pharmaceuticals
Settings Czech Republic
Zentiva, Pharmaceuticals
Type Published Sources
Copyright ©IMD 2022
Language English
Order this case study

Reference: IMD-7-2270

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.


Research Information & Knowledge Hub for additional information on IMD publications

Case study

Reference: IMD-7-2270

Order this case study
Looking for something specific?

Keep reading