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This paper aimed to identify and analyse the evolution of the generic pharmaceutical market in Brazil, specifically olanzapine drugs. For this purpose, it has been demonstrated trends through access free tools. By bibliographical survey in indexed databases as well as official data in Brazil for generic drugs and public policy, it was analyzed and performed a case study . In 2012, global pharmaceutical industry surpassed US$ 950 billion in sales with trend to reach US$ 1,2 trillion by 2016. In Brazil market has grown in its global ranking, jumped from 10th place to 7th place in five years and projection it’ll stay Top five by 2015. Brazil has significant presence in pharmerging markets by increasing US$ 10 billion/year. Generics segment accounts approximately to 20% of the total market. 2003-2011 registered a growth of 42.3%. Patents expiration in the neuroleptics area becomes more promising like a market of olanzapine in the last eight years is around US$ 120 million. After the end of the olanzapine patent (2011) sales increased 270% which demonstrate potential Brazilian market in this new century. Management problems for developing nations and undeveloped such as network management and patents analysis for health care might reveal great opportunities for investors, e.g., creation of the Big Brazilian biotechnology pharmaceutical industry.Keywords: competitive intelligence, pharmaceutical trends, technological and innovation management.

PHARMACEUTICAL MARKET AND OPPORTUNITY IN THE 21ST CENTURY FOR GENERIC DRUGS: A BRAZILIAN CASE STUDY OF OLANZAPINE