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Case Study

Chugai (C): Navigating the next century of global innovation

By Kazuo Ichijo and Yunfei Feng

11 pages

November 2025

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Reference: IMD-2711

Chugai C focuses on the company’s future as it celebrates its 100th anniversary in 2025. In 2021, Chugai launched its ambitious ‘TOP I 2030’ growth strategy, aiming to transition from Japan’s top innovator to a global leader. The strategy sets two primary targets: doubling RD output and launching one in-house global product annually by 2030. These goals are supported by three key drivers: a RED SHIFT toward early-stage research, comprehensive Digital Transformation DX, and Open Innovation. The case examines the progress made and the significant challenges that lie ahead. These include intense competition from firms in China and India, technological disruption from AI-driven drug discovery, geopolitical risks and cultural barriers to attracting global talent. The central question posed is whether Chugai’s proven model for success can sustain its bid for global leadership in an era of unprecedented market shifts.

Learning Objective

Drive innovation through ecosystems and open collaboration.
Evaluate and understand different pathways toward global leadership.

Keywords

Strategy, Mergers and Acquisitions, Organizational Culture, Global Business

Settings

Asia, Japan
Chugai Pharmaceutical, Healthcare, Pharmaceuticals
2023-2025

Type

Published Sources

Available Languages

English

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Reference IMD-2727

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