By 2020 the pharmaceutical market is anticipated to more than double to $1.3 trillion, with the E7 countries - Brazil, China, India, Indonesia, Mexico, Russia and Turkey - accounting around one fifth of global pharmaceutical sales. Pharmaceutical industry is probably the most scrutinized today. Their current performance and strategies are compared to current as well as historic performance. The growth of individual organization depends on their unique business goals – whether they want innovation based model or an alternative operating structure. Consequently, organizations will have to resolve such decisions while keeping in mind stakeholder issues and maintain competitiveness through sustainable growth.