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Business opportunities and risks for German pharmaceutical smes in Asia - an examination of the pharmaceutical market in Thailand
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This paper analyzes business opportunities and risks for German pharmaceutical small- and
medium-sized enterprises (SMEs) when expanding to Asia by using qualitative research.
Through a country selection process, the Field Lab identifies potential target countries.
Malaysia, Thailand, and Indonesia are evaluated as the most attractive Asian markets. Based
on the analysis of political, economic, and socio-cultural conditions, the healthcare system and
pharmaceutical industry, Malaysia identifies as the best country to enter for German
pharmaceutical SMEs. Strategic recommendations for Malaysia are formulated through a 5-
phase action plan for the short-term, followed by medium- and long-term recommendations for
Thailand and Indonesia, respectively.
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Internationalization strategy Market selection Market conditions Pharmaceutical industry German smes Southeast Asia Thailand