Human health and pharmaceutical business: innovation management under the conditions of market globalization

In theory and practice, there is a lack of motivated decisions, expressing the peculiarities of innovations and innovative activities in the field of creation, marketing, and consumption of pharmaceutical products Attempting to define the principal views to be considered while developing innovations and innovative activities to create, market, and consume pharmaceutical products, specific social, economic, and technological tendencies of development which demand distinct humanization priorities have been taken into account. The problem of humanizing innovations and innovative activities is especially acute for the Lithuanian public, since it is here that the process of versatile and manifold reforms and transformations, directly integrating broad-scale innovations, has been intensely going on. The article presents methodical views expressing the peculiarities of marketing pharmaceutical products, directly relating these peculiarities with the development of innovations and innovative activities adequate to the processes of the market globalization and European integration. Spreading of the uniform norms and standards conditioning uniform evaluation of identical behavior and identical results in business is characteristic of the above-mentioned processes. The analysis of social responsibility in the development of pharmaceutical business enables showing the importance of the standards of behavior and the impact on the environment in the business processes