ABSTRACT:- Pharmaceutical industry has high potential with Thailand as an emerging market. An important managerial question is which type of business model would expedite the growth of this market. Business model has been variously defined and classified. This study aims to classify type of business model of pharmaceutical industry by using Thailand as example for emerging market. The method used in this study was qualitative analysis with interview method. Twelve in-depth interviews were conducted with the majority of the interviewees from multinational pharmaceutical companies. From the analysis, business models were classified as public health, innovative, or mixed that were differentiated by answers toward seven themes. This method of classification could be adopted to test with pharmaceutical companies in other countries. Further research would be to identify success factors for difference business model.

KEYWORDS:- pharmaceutical, multinational pharmaceutical companies, business model, business model innovation, business model classification, public health, innovative