Citation
(2014), "2013 Awards for Excellence", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 8 No. 1. https://doi.org/10.1108/IJPHM-04-2014-002
Publisher
:Emerald Group Publishing Limited
2013 Awards for Excellence
Article Type: 2013 Awards for Excellence From: International Journal of Pharmaceutical and Healthcare Marketing, Volume 8, Issue 1
The following article was selected for this year’s Outstanding Paper Award for International Journal of Pharmaceutical and Healthcare Marketing
"Which factors drive product sales in OTC markets?"
Monika Huber
Katrin Dippold
Rudolf Forsthofer
GfK SE Healthcare, Nuremberg, Germany
Purpose – The purpose of this paper is to determine sales drivers for different OTC product categories.
Design/methodology/approach – The study uses data from both consumer and retail panels, which are gathered for various product categories. These long-term data are analyzed per product
category with two specific regression models, mainly time-series analysis with VAR models and
Shapley value regression.
Findings – It is found that purchase intention drives sales a lot in general. Besides, it is very
important to distinguish seasonal vs non-seasonal markets. The trend coefficient, which implies the
stage of maturity of the market, indicates more or less saturated markets for the examples. The
proposed models can be easily applied to different OTC categories without a lot of customization.
Research limitations/implications – The study does not take into account different outlets (e.g. online, supermarkets) and does not estimate interaction effects between the single drivers.
Practical implications – The paper provides the market researcher with a guideline on how to proceed to model OTC product categories, e.g. which data are to be used, which models are to be estimated, which conclusions can be drawn.
Originality/value – The study develops an analysis approach which is readily applicable to different OTC product categories, which exhibit very distinct market characteristics. The advantage of this approach is that it applies a standardized tool kit of methods to analyze highly varying markets.
Keywords Advertising, Driver analysis, Over-the-counter market, Pharmaceutical products, Regression, Sales performance, Shapley value regression, Time series analysis
http://www.emeraldinsight.com/10.1108/17506121211283208
This article originally appeared in Volume 6 Number 4, 2012, International Journal of Pharmaceutical and Healthcare Marketing
The following articles were selected for this year’s Highly Commended Award
"Differential effects of fear-eliciting DTCA on elaboration, perceived endorser credibility, and attitudes"
Hyojin Kim
Chunsik Lee
This article originally appeared in Volume 6 Number 1, 2012, International Journal of Pharmaceutical and Healthcare Marketing
"Prescription drug request and denial"
Doohee Lee
Dennis Emmett
This article originally appeared in Volume 6 Number 3, 2012, International Journal of Pharmaceutical and Healthcare Marketing