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- Title
A Mini-Theory of Hidden Marketing Strategy as Competitive Advantage.
- Authors
WIJAYANTI, Sari; IHALAUW, John J. O. I.; ABDI, Antonius S.; KUSUMA, Linda
- Abstract
The study aims to build a mini-theory based on the implementation toward off-label drug marketing. The data was collected by interviewing eight respondents with managerial and operational functions from five multinational pharmaceutical companies in Indonesia. A qualitative approach was used in this research by coding, making categories, defining concepts, and linking one concept to others for building propositions. This research creates a mini-theory from four propositions; new product development influences competitive advantage reinforced with opinion leaders as a moderator, market segmentation influences competitive advantage strengthened by off-label drug prescribing as a moderator, customer relationship influences competitive advantage reconciled by the value proposition and off-label prescribing, selling skills influence competitive advantage and reinforced by value propositions, opinion leaders, and off-label drug prescribing as moderators.
- Subjects
INDONESIA; MARKETING strategy; OFF-label use (Drugs); COMPETITIVE advantage in business; TREND setters; NEW product development; DRUG marketing
- Publication
Quality - Access to Success, 2024, Vol 25, Issue 200, p59
- ISSN
1582-2559
- Publication type
Article
- DOI
10.47750/QAS/25.200.07