File(s) under permanent embargo
A research note on market creation in the pharmaceutical industry
journal contribution
posted on 2023-05-17, 08:04 authored by Darroch, J, Miles, MWhen a firm launches a market-creating innovation, it launches a new product for which there are no close product substitutes. Thus, the new product causes a shift in the existing product–market structure of an industry. This paper reports on the findings of the analysis of 51 large pharmaceutical firms and their market-creating activities. The study suggests that market-creating firms have capabilities in both R&D and marketing. Furthermore, market-creating firms enjoy stronger efficiencies, manage costs better and make more profitable use of their assets.
History
Publication title
Journal of Business ResearchVolume
64Issue
7Pagination
723-727ISSN
0148-2963Department/School
TSBEPublisher
Elsevier Science IncPlace of publication
360 Park Ave South, New York, USA, Ny, 10010-1710Rights statement
Copyright © 2010 The definitive version is available at http://www.sciencedirect.comRepository Status
- Restricted