Major changes are impacting the pharmaceutical industrywhose prestigious aura of AAA – bluest amongst bluechips image of high margins and predictable growth – israpidly fading away – a derating to a much less prestigious AAstatus if not even a fall to an A rating occurring (see Figure 1).These developments are largelyassociated with the double whammyimpact of the financial crisis, hard hittinggovernment finances and health carebudgets throughout the world, as well aspatent cliff effects exacerbated byinadequate R&D productivity levels. ...