Abstract
This article seeks to deepen the understanding of sustained competitive advantages built through strategies of R&D investments, and patents and trademarks registrations by Big Pharma, within the framework of the three main activity clusters related to dynamic capabilities: sensing, seizing, and transforming. The use of this framework contributes to the comprehension of the strategies of R&D, patents, and trademarks by Big Pharma in creating sustained competitive advantages and in the endurance and stability of these companies as industry leaders. The identification of R&D opportunities emerging from the public sector, the ability to leverage identified opportunities through organizational competencies and consistent strategies for resource transformation – such as evergreening –, and brand building have been recognized as significant components of the dynamic capabilities of the firms that enable the creation and maintenance of sustained competitive advantages.
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