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Medicine export business9/19/2023 ![]() The export marketing and readiness assessment theories, views, and relevant models and issues have been reviewed in the second part in order to elaborate differences among current models and their applicability in pharmaceutical companies. Definitions, history, and various approaches have been included. In the first section, viewpoints on export marketing and internationalization have been studied. This study consists of three main sections. Therefore, from a theoretical perspective, this field can be considered as a subset of marketing science, sharing general principles, and holding specific individual inter-industry considerations at the same time ( 1). These deviations root in their particular regulatory restrictions, operational stage, and the health care environment. This is mainly due to the differences in the nature of pharmaceutical products and the industrial atmosphere of pharmaceuticals, which have specific differences from that of other consuming goods. On the other hand, the quality of pharmaceutical marketing is significantly different from other types such as consumer marketing. Given the fact that we remain in the infancy period of pharmaceutical marketing, the lack of literature in this field is not unforeseen. The new model for international activities of pharmaceutical companies was refined by expert opinions extracted from result of questionnaires. The paper reviews common theories of the internationalization process, followed by examining different methods and models for assessing preparation for export activities and examining conceptual model based on a single case study method on a basket of seven leading domestic firms by using mainly questionares as the data gathering tool along with interviews for bias reduction.įinally, in keeping with the study objectives, the special aspects of the pharmaceutical marketing environment have been covered, revealing special dimensions of pharmaceutical marketing that have been embedded within the appropriate base model. A developed model for export and international marketing of pharmaceutical companies is introduced. Internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries.
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