The launch strategy choices in China’s pharmaceutical market
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 5 September 2016
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.
Keywords
Citation
Ching Gu, V. and Burns, J.R. (2016), "The launch strategy choices in China’s pharmaceutical market", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 10 No. 3, pp. 339-356. https://doi.org/10.1108/IJPHM-06-2015-0030
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited