The launch strategy choices in China’s pharmaceutical market

Vicky Ching Gu, James R. Burns

Research output: Contribution to journalArticle

Abstract

Purpose: This paper aims to study the drug launch strategies and their effects on new drug performance in an intensely competitive emerging pharmaceutical market such as the one in China. Design/methodology/approach: Data on market share, sales, related firm size and annual profit were obtained for the period, 2004-2008. Profile deviation and cluster analysis approaches were applied in this study. Findings: There is a significant effect of an optimal launch strategy on new drug performance given the respective resource availability and the market environment situations. Practical implications: The study suggests that multi-national corporations may prove resilient in the emerging economies through both innovative and cost-driven offerings in different therapeutic categories. Originality/value: This research is unique in studying the drug launch strategies across both foreign firms and local firms in a competitive emerging pharmaceutical market.

Original languageEnglish
Pages (from-to)339-356
Number of pages18
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
Volume10
Issue number3
DOIs
StatePublished - Sep 5 2016

Keywords

  • China pharmaceutical industry
  • Competitive environment
  • Launch strategy
  • New drug performance
  • Resource availability

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