Positioning strategies in the value‐added chain of the biopharmaceutical sector: the case of UK SMEs

Călin Gurău (Professor in Marketing at the Centre d'Etudes et de Recherche sur les Organisations et le Management (CEROM), Ecole Supérieure de Commerce Montpellier, Montpellier, France)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2004


One of the major functions of marketing strategy is the proper positioning of the company in the sectorial value‐added chain, in order to create the best possible competitive advantage. This process is extremely important, especially for small and medium‐sized enterprises (SMEs), since any wrong decision can literally eliminate the company from the market. This paper attempts to analyse and present the strategic positioning process specific to small and medium‐sized biopharmaceutical firms in the UK. After discussing the specific characteristics of the value chain in the biopharmaceuticals sector, the paper presents the research methodology used to collect primary and secondary data. Data analysis leads towards a theoretical model that describes the stages and the factors influencing the strategic positioning of SMEs in the value‐added chain of the biopharmaceuticals sector.



Gurău, C. (2004), "Positioning strategies in the value‐added chain of the biopharmaceutical sector: the case of UK SMEs", Journal of Consumer Marketing, Vol. 21 No. 7, pp. 476-485. https://doi.org/10.1108/07363760410568699

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Copyright © 2004, Emerald Group Publishing Limited

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