OBJECTIVES: This study aims to identify different industrial players involved in reference biologic/biosimilar development, and to identify different market uptake models. METHODS: A literature review was carried out using the databases PubMed and Embase. Studies could be published in English or in Dutch. Additionally, articles were identified by searching on the website of the Generics and Biosimilars Initiative (GaBI) journal, and company websites. The reference list of articles was reviewed as well for relevant studies. RESULTS: Five players can be identified on the biological market: Big Pharma companies, biotechnological companies, generic companies, new entrants and companies from emerging countries. With respect to the global biological market, six market uptake models were identified: no investment in biosimilars, investment in biotechnological companies, development of next-generation biologicals, development of biosimilars, investment in emerging countries, and cooperation between companies. Big Pharma has large capital to invest in biotechnological companies. They can decide to risk keep making innovator medicines, and hope these will be profitable before revenue on originator products declines, or they can invest in biosimilar development. Biotechnological companies have the infrastructure and knowledge to develop biosimilars, and also have their own originator products to rely on. Generic companies, like Big Pharma, have to invest in biotechnology if they want to be a player on the biologic market. New entrants and companies from emerging countries can increase trust by cooperation with established companies in the biological market. CONCLUSIONS: A common strategy to market new products is cooperation between companies, whether or not from different regions in the world. Most companies on the biological market are investing in biosimilar development, only few Big Pharma companies are solely focussing on innovation to maintain their market share.