What is it about?
This research paper explores how pharmaceutical manufacturing can thrive in a volatile, uncertain, complex, and ambiguous (VUCA) world by embracing advanced digital technologies, particularly Digital Twins. The study introduces a holistic framework emphasizing the strategic "Seizing, Sensing, and Transforming" approach, incorporating both technological advancements like Industry 4.0 and crucial human factors. By probing into the practical applications of Digital Twins and providing managerial insights, the paper offers a valuable guide for pharmaceutical companies to enhance their resilience, navigate challenges effectively, and ensure the quality and safety of their products in an ever-changing landscape.
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Why is it important?
This study provides a novel integration of Digital Twin (DT) technology with resilience strategies tailored specifically for the pharmaceutical manufacturing sector in a VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) environment. While existing literature explores digital technologies in manufacturing, our research uniquely combines the "seizing, sensing, and transforming" framework with Industry 4.0 advancements, offering a comprehensive roadmap for adapting to disruptions such as pandemics, cyber threats, and supply chain volatility. A key contribution of this study is its timely relevance, as the pharmaceutical industry is under increasing pressure to enhance operational resilience post-COVID-19 and adapt to evolving regulatory demands and geopolitical uncertainties. Our findings underscore the critical role of real-time monitoring, AI-driven insights, and collaborative ecosystems, emphasizing the human-technology synergy required to ensure sustained production and supply chain adaptability. Two significant insights from our research include: a) Digital Twins can significantly reduce downtime and enhance production flexibility, ensuring rapid response to unexpected disruptions. b) Pharmaceutical manufacturers can achieve a competitive edge by leveraging data-driven decision-making and predictive analytics, leading to cost savings and improved regulatory compliance. By addressing these aspects, this study stands to influence industry-wide digital transformation efforts, guiding stakeholders in adopting future-ready manufacturing practices that balance efficiency, quality, and resilience.
Perspectives
Writing this article has been an incredibly fulfilling experience, as it allowed me to delve into the critical intersection of digital transformation and operational resilience in pharmaceutical manufacturing, a topic that has fascinated me for a long time. Collaborating with my co-author, who shares a deep passion for exploring innovative solutions to industry challenges, made this journey even more rewarding. Through this research, I gained valuable insights into the practical applications of Digital Twins and their potential to revolutionize the pharmaceutical industry by ensuring efficiency, adaptability, and sustainability. The process of synthesizing insights from literature and industry reports has deepened my appreciation for the complexities of modern manufacturing systems and the urgent need to embrace smart technologies to navigate an uncertain future. I sincerely hope that this article resonates with industry professionals, researchers, scholars, academicians and policymakers, offering them a practical roadmap to enhance resilience in their operations. More than anything, I hope this work sparks discussions around digital innovation and proactive resilience strategies, encouraging pharmaceutical organizations to embrace change and invest in future-ready solutions.
Avinash B
Rajagiri Centre for Business Studies
Read the Original
This page is a summary of: Embracing resilience in pharmaceutical manufacturing: “digital twins” – forging a resilient path in the VUCA maze, International Journal of Pharmaceutical and Healthcare Marketing, January 2025, Emerald,
DOI: 10.1108/ijphm-03-2024-0024.
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