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


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: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
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
Publication ISSN: 1817-3179
Last Modified: 27 Dec 2023 08:06
Date Deposited: 15 Jan 2010 11:30
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Related URLs: http://www.jgbm ... 0Kervenoael.pdf (Publisher URL)
PURE Output Type: Article
Published Date: 2006-08
Authors: De Kervenoael, Ronan J. (ORCID Profile 0000-0002-9970-5101)
Nilsson, Ulf



Version: Accepted Version

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