Risk och osäkerhet vid inträde på den svenska apoteksmarknaden
En studie om nya aktörer på en marknad under omreglering
The Swedish pharmacy market will be re-regulated in July 2009 which will present private actors with an opportunity to enter the market. Several risks and uncertainties are associated with such an entry. The purpose of this thesis is to increase the understanding of identification and management of risks and uncertainties associated with entering the Swedish pharmacy market. We also intend to investigate similarities and differences in risk identification and risk management as well as create an understanding of the underlying reasons for these similarities and differences. Three companies interested in entering the market have been interviewed and the interviews were conducted with an open approach to avoid influencing the companies? answers. Theories of risk and uncertainty, and new market entry as well as information about other re-regulated markets are presented and used in the analysis. We conclude that the three companies to a large extent identify the same problem areas, but that they sometimes focus on different problems within these areas. The management of the risks and uncertainties differs between the interviewed companies, and an issue which one company quantify as a risk can be seen as a pure uncertainty in another company. The thesis suggests that these similarities and differences may arise from the companies? differing backgrounds and differences in their risk philosophy.