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.
|Title of host publication||Proceedings Global Business and Technology Association (GBATA)|
|Publication status||Published - 2006|
|Event||Global Business and Technology Association Conference (GBATA) - Moscow, Russian Federation|
Duration: 26 Jun 2006 → 1 Jul 2006
|Conference||Global Business and Technology Association Conference (GBATA)|
|Period||26/06/06 → 1/07/06|