Paper Title
UNDERSTANDING CEO PERCEPTIONS AND STRATEGIES IN ORPHAN DRUG DEVELOPMENT

Abstract
Abstract - The objective of this paper is to understand how CEOs make sense of their strategic decision to position themselves in niche or ultra-niche markets, specifically in the biopharmaceutical sector. We applied phenomenography as an interpretive qualitative methodology to comprehend the diverse paths that businesses followed, ultimately leading them into innovation projects related to orphan drugs. Keywords - Orphan Drug Development, Phenomenography.