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- Title
RELACIONAMENTO MÉDICOS-INDÚSTRIA FARMACÊUTICA: DE ONDE VEM SEU VALOR?
- Authors
Ramos Neto, Luiz Antônio; Raguenet Troccoli, Irene; da Costa Vieira, Paulo Roberto
- Abstract
This quantitative article uses Structural Equation Modeling based on Partial Least Squares to identify global criteria that physicians perceive that create relationship value with their suppliers, under strategies aiming at loyalty strategies used by pharmaceutical industry. Latent variables personal benefits and strategic benefits showed the greatest impact in relationship value creation. Latent variable benefits of the product had the lowest positive impact coefficient, while the latent variable sacrifices relationship showed negative impact.
- Publication
Revista Eletrônica de Estratégia & Negócios, 2017, Vol 10, Issue 2, p125
- ISSN
1984-3372
- Publication type
Article
- DOI
10.19177/reen.v10e22017125-153