**3. Research method**

To understand the evolution of a company in time, it is important to analyze the key factors which contribute to the success or to the fall of a company. The present paper is based on a qualitative research, aiming to provide an in-depth understanding on the correlation between the internal and external changes and the company's evolution.

According to Baskarada [7], the case study method is the most widely used method in academia for researchers interested in qualitative research, Baskarada [7] emphasizing the need to have a succinct guideline that can be practically followed.

This research presents a qualitative case study on Teva company in the context of pharma industry. Baxter and Jack [8] define a qualitative case study as a research methodology that helps in exploration of a phenomenon within some particular

#### *Teva Pharmaceutical: Generic Market Access to Global Healthcare Industry DOI: http://dx.doi.org/10.5772/intechopen.97747*

context through various data sources, and it undertakes the exploration through variety of lenses in order to reveal multiple facets of the phenomenon. In the case of Teva company, the used data sources are business reports, news media, as well as specialized articles on pharmaceutical industries. The company is analyzed from multiple facets like the evolution of the stock price, the corporate decisions, the appearance of new competitors on the market and how the company's revenues have been affected.

According to Yazan [9], in qualitative research, case study is one of the frequently used methodologies, in which a real-time phenomenon is explored within its naturally occurring context, with the consideration that context will create a difference [10]. In the present case, the real-time phenomenon is the historical evolution of the Teva company with the consideration that the context of the overall pharmaceutical industry plays an important part in this evolution.

The considered phases of the chosen methodology are the same as the one proposed by Rashid et al. [11] and they are the following: the foundation phase (analyze of what is relevant in assessing the success of Teva company in the context of pharma industry), prefield phase (deciding on the factors which will be measured, the case study protocol), field phase (in this case, gathering the relevant data from trustworthy resources), reporting phase (reporting the findings).

The factors which help in assessing the evolution of Teva company are the competitors, the company's business strategy, the stock performance and the company's overall performance. By analyzing these factors and reporting some of the quantitative data associated with them will help in painting a broad picture of the company's evolution.
