“Generoso Pharmaceuticals & Chemicals, Inc.”
II.POINT OF VIEW
David Generoso, President (GPC), a salesman
David Generoso could feel his “five-year itch” once more. He already had behind him 15 years of experience in the pharmaceutical industry and was managing an interesting portfolio of businesses revolving around pharmaceutical and chemical products. Still, he felt he had not exhausted the opportunities had to offer. David began his career in the Philippine pharmaceutical industry as a salesman in the Central Luzon region for a number of multinational pharmaceutical firms. After five years combing the Central Luzon region, 1978, David established a company called Generoso Pharmaceuticals and Chemicals (GPC) with Elizabeth and a business associate, Rafael Buenaventura who was a salesman like David. The team set up shop at the Generoso Residence in Tarlac. GPC was incorporated in 1982 as the increased volume of operations needed a broader-based management. David assumed the position of President, while Rafael was the General Manager. David’s first attempt in manufacturing with chemical was for veterinary medicine as he is a lover of dogs. David’s initial success with veterinary medicine encouraged him to start GPC’s own line of pharmaceuticals in 1983. GPC’s product line started with pressed tablet, capsules and some syrup. Moreover, the development from the American principal came in time with the Generic Bill. David with the flame of nationalism burning heart was in full support of the bill. The Generics Bill spurred an overall feeling of uncertainty in the drugs industry. Of an industry that had long been considered recession-proof and one of the most stable, the reaction was expected. Nevertheless, some sectors of the industry realized that the pharmaceutical industry will always be there. It is a matter of who are going to be the key player and who will be around. David has foresight to registrar the pharmaceutical...