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A research note on market creation in the pharmaceutical industry


Darroch, J and Miles, M, A research note on market creation in the pharmaceutical industry, Journal of Business Research, 64, (7) pp. 723-727. ISSN 0148-2963 (2011) [Refereed Article]

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Copyright © 2010 The definitive version is available at

DOI: doi:10.1016/j.jbusres.2010.08.002


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 research methodology
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Miles, M (Professor Morgan Miles)
ID Code:72822
Year Published:2011
Web of Science® Times Cited:17
Deposited By:Management
Deposited On:2011-09-01
Last Modified:2017-12-06
Downloads:6 View Download Statistics

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