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

de Kervenoael, Ronan (2006) Faces of pricing and profit planning in innovation at the doorstep of the EU: government pricing policy in the pharmaceutical sector in Turkey. In: Global Technology and Business Association (GBATA): Management and Technology in the Global Economy: Nurturing Innovations & National Heritage, Moscow

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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 are explored based on broader definitions of value and transparency. Our results suggest that pharmaceutical companies as well as the government 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.

Item Type:Papers in Conference Proceedings
Subjects:H Social Sciences > HF Commerce
ID Code:1254
Deposited By:Ronan Jouan de Kervenoael
Deposited On:07 Dec 2006 02:00
Last Modified:19 Nov 2007 22:32

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