Impact of product originality and supply chain structure on market share in the pharmaceutical industry

Abstract

Purpose

The purpose of this paper is to investigate the impact of supply chain structure on market share and the differences between supply chain structures and market shares of companies in terms of product originality in the pharmaceutical industry.

Design/methodology/approach

In the design of this research, survey methodology was selected to collect the data. Convenience sampling technique and, as data collection instrument, a questionnaire including dichotomous scales were utilized.

Findings

Obtained results showed that supply chain structures of pharmaceutical companies in Turkey have a significant impact on their market shares. Other results indicate that there are significant differences between both supply chain structures and market shares in terms of product originality.

Research limitations/implications

There are three limitations, namely, the study focused on only one sector, convenience sampling method was used in conjunction with Pareto approach and the study encompasses Turkey only.

Practical implications

Practitioners will benefit from this study through conceptualizing the impact of supply chain structure on market share and the relationships between these both and product originality in terms of creating competitive advantage.

Originality/value

The importance of this study lies on the investigation of supply chain structure with its impact on market share from supply chain management perspective and on the combination of the relationships between these both constructs and product originality as from management perspective in the pharmaceutical industry as first time.

Citation

Göllü, E. (2017), "Impact of product originality and supply chain structure on market share in the pharmaceutical industry", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 11 No. 1, pp. 60-79. https://doi.org/10.1108/IJPHM-01-2016-0009