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dc.contributor.authorStremersch, Stefan
dc.contributor.authorVan Dyck, Walter
dc.date.accessioned2017-12-02T14:33:24Z
dc.date.available2017-12-02T14:33:24Z
dc.date.issued2009
dc.identifier.urihttp://hdl.handle.net/20.500.12127/3598
dc.language.isoen
dc.subjectLife Sciences
dc.subjectMarketing Theory
dc.subjectResearch Agenda
dc.subjectPharmaceutical
dc.subjectBiotechnology
dc.subjectMedical Device
dc.subjectMarketing
dc.subjectSales
dc.titleMarketing of the life sciences: A new framework and research agenda for a nascent field
dcterms.abstractAlthough marketing scholars often seek to contribute new knowledge that is applicable across industries, some industries have unique characteristics that require industry-specific knowledge development. The authors argue that this requirement applies to the life sciences industry, defined as companies in pharmaceuticals, biotechnology, and therapeutic medical devices. Marketers in the life sciences industry face novel and unique challenges along eight decision areas in therapy creation, therapy launch, and therapy promotion. In therapy creation, they face therapy pipeline optimization, innovation alliance formation, and therapy positioning decisions. In therapy launch, they face global market entry timing and key opinion leader selection decisions. Therapy promotion mostly revolves around sales force management, communication management, and stimulating patient compliance. The authors qualify these decision areas according to their practical importance and academic potential. The article derives preliminary generalizations and propositions from prior research and practice and steers further research in specific directions. The authors believe that marketing of the life sciences offers a fertile area for further research because, among other things, its potential impact transcends any problems typically investigated by marketing scholars.
dc.identifier.journalJournal of Marketing
dc.source.volume73
dc.source.issueJuly
dc.source.beginpage4
dc.source.endpage30
dc.contributor.departmentErasmus University Rotterdam
dc.contributor.departmentTiasNimbas Business School, Tilburg University
dc.contributor.departmentEindhoven University of Technology
vlerick.knowledgedomainOperations & Supply Chain Management
vlerick.knowledgedomainSpecial Industries : Healthcare Management
vlerick.typearticleFT ranked journal article  
vlerick.vlerickdepartmentMKT
vlerick.vlerickdepartmentTOM
dc.identifier.vperid39408
dc.identifier.vperid31183
dc.identifier.vpubid4110


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