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A research note on market creation in the pharmaceutical industry
Citation
Darroch, J and Miles, M, A research note on market creation in the pharmaceutical industry, The Journal of Business Research, 64, (7) pp. 723-727. ISSN 0148-2963 (2011) [Refereed Article]
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Copyright Statement
Copyright © 2010 The definitive version is available at http://www.sciencedirect.com
DOI: doi:10.1016/j.jbusres.2010.08.002
Abstract
When a firm launches a market-creating innovation, it launches a new product for which there are no close
product substitutes. Thus, the new product causes a shift in the existing product–market structure of an
industry. This paper reports on the findings of the analysis of 51 large pharmaceutical firms and their
market-creating activities. The study suggests that market-creating firms have capabilities in both R&D and
marketing. Furthermore, market-creating firms enjoy stronger efficiencies, manage costs better and make
more profitable use of their assets.
Item Details
| Item Type: | Refereed Article |
|---|---|
| Keywords: | market creation, innovation, marketing capabilities, R&D capabilities, pharmaceutical industry |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing Measurement |
| Objective Division: | Economic Framework |
| Objective Group: | Management and Productivity |
| Objective Field: | Marketing |
| Author: | Miles, M (Professor Morgan Miles) |
| ID Code: | 72822 |
| Year Published: | 2011 |
| Web of Science® Times Cited: | 9 |
| Deposited By: | Management |
| Deposited On: | 2011-09-01 |
| Last Modified: | 2015-01-20 |
| Downloads: | 6 View Download Statistics |
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