GlaxoSmithKline

In recent years, frequently happened commercial briberies in Chinese pharmaceutical industry have caused social universal attention. Over the past year, the event ’GSK (the British pharmaceutical giant GlaxoSmithKline) bribery scandal in China’ has brought the issue back to public view. It’s well known that commercial briberies, as kind of anti-competitive conduct, seriously disrupt economic order and consequently generate unfair competition. Likewise, commercial briberies in Chinese pharmaceutical industry inevitably lead to a range of problems, such as artificially high drug prices, official corruption, nervous relationship between doctors and patients, severely damaging interest of both individuals and the country. Therefore, the governance of commercial briberies has become a priority for national drug regulatory authorities.The issue of the commercial briberies is usually studied from four angles, namely political, economic, cultural and legal, aiming at the fundamental reasons and effective governance. By comparison, with the use of case study method, this article studies the GSK bribery scandal and searches for the root causes of commercial briberies from the perspective of sales process and sales activity environment towards public hospitals. After review of previous studies in this issue, this article detailedly introduces and seriously analyses the case of GSK bribery scandal in China with the theory of sales process and sales activity environment defects. According to the analysis of the problems based on the case, the author puts forward four suggestions, including perfecting the sales process, optimizing the internal environment, strengthening the external supervisions and improving the legal system, to better regulate the sales behavior of pharmaceutical enterprise, thus effectively govern the commercial briberies in pharmaceutical industry.