Faces of pricing and profit planning at the doorstep of the EU: government pricing policy in the innovative pharmaceutical sector in Turkey

De Kervenoael, Ronan J. and Nilsson, Ulf (2006). Faces of pricing and profit planning at the doorstep of the EU: government pricing policy in the innovative pharmaceutical sector in Turkey. Journal of Global Business Management, 2 (2),

Abstract

The majority of research on the pharmaceutical sector has focused on an overall micro economic, medical oriented welfare issues, whereas the marketing management role of the innovative drug manufacturer has to a large extent been disregarded. Using the case of Turkey, through a series of in-depth interviews with highly innovative companies, other marketing management possibilities to develop pricing strategies and plan for profit are explored based on broader definitions of value and transparency. Our results suggest that pharmaceutical companies as well as governments might have a too narrow focus of value and underestimate the potential long term benefits of a broader approach to marketing management and long term relationships between the various stakeholders.

Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Uncontrolled Keywords: pharmaceutical sector,micro economic,medical oriented welfare issues,marketing management role,drug manufacturer,Turkey,pricing strategies,plan for profit,pharmaceutical companies,governments,focus of value,marketing management
Full Text Link: http://www.jgbm ... 0Kervenoael.pdf
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Published Date: 2006-08
Authors: De Kervenoael, Ronan J.
Nilsson, Ulf

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