This publication examines the role of competitive intelligence (CI) in the pharmaceutical industry. It is aimed at helping managers in both pharmaceutical and biotechnology companies better understand the role of CI and how best to manage it. Pharmaceutical and biotechnology companies are under constant competitive pressure from firms with competing drugs, both in-market and in development. Branded drugs only have a limited in-market lifetime; the firms that market them need to develop and execute highly effective sales and marketing strategies, especially since individual drugs can be turned...