In order to provide an example of how it is possible and
convenient to shift attention from effectiveness to efficiency,
we now present the case of a pharmaceutical company that
is dealing with the challenges presented in section 2, and
which has reaped large benefits by using targets for
manufacturing operations. The case study concerns the plant
of a primary multinational company of the pharmaceutical
industry. This plant produces pharmaceutical products in a
solid form (pills, tablets, capsules, etc.). The company has
about 400 employees and its annual production adds up to
about 100 million packages sold in the European market and
to more than 100 markets globally