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

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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.
Original languageEnglish
Title of host publicationProceedings Global Business and Technology Association (GBATA)
Publication statusPublished - 2006
EventGlobal Business and Technology Association Conference (GBATA) - Moscow, Russian Federation
Duration: 26 Jun 20061 Jul 2006

Conference

ConferenceGlobal Business and Technology Association Conference (GBATA)
CountryRussian Federation
CityMoscow
Period26/06/061/07/06

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