The paper "Salix Pharmaceuticals" is a wonderful example of a management essay. Salix pharmaceuticals mission is to aim at being the leading US pharmaceutical company that specializes in licensing, marketing, as well as developing innovative products to treat gastrointestinal disorders in patients. Salix pharmaceuticals specialize in the ‘ search and develop’ strategy contrary to other companies, which specialize in research and development(Plunkett's Biotech and Genetics Industry Almanac 2009). It is not yet time for Salix pharmaceuticals to change its mission because it has succeeded in its mission. Changing its mission will mean that they will stop enjoying the advantages of being unique in its strategy.
From the case information, it is evident that the employees and founders of Salix pharmaceuticals are proud and they enjoy doing their work. This is evident from the fact that they state that their job has been an adventure (Swayne, Linda, Duncan & Ginter 2008). Why change its mission and yet it has not become monotonous? Since they find their job interesting, they should continue working and improving on it instead of changing their mission into something that they may not enjoy. By changing its mission, Salix will have to change its promotion strategy.
All along, Salix has been using the internet website to engage with its customers. The company also gives coupons to their customers hence prompting new clients to try the products (Swayne, Linda, and Duncan & Ginter 2008). If the company changes its mission, it may end up using the distributing strategy, which is a common promotion stagey, hence may not work. Salix pharmaceuticals have been able to form alliances with other companies where it takes the functions of developing, making, using and selling their products.
Different companies have granted Salix to carry out clinical trials on pharmaceuticals products such as rifampin, balsalazide, disodium, and melamine (Swayne, Linda, Duncan & Ginter 2008). By acquiring rights to market and sell, the company promotes specialization by concentrating on some process that accompanies the products. This way, better products will be produced hence producing effective products. Salix Pharmaceuticals should, therefore, stick to their mission to ensure they continue producing quality products.