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The launch strategy choices in China’s pharmaceutical market

Vicky Ching Gu (Department of Operations Management, University of Houston Clear Lake, Houston, Texas, USA)
James R. Burns (Rawls College of Business, Texas Tech University, Lubbock, Texas, USA)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 5 September 2016

557

Abstract

Purpose

This paper aims to study the drug launch strategies and their effects on new drug performance in an intensely competitive emerging pharmaceutical market such as the one in China.

Design/methodology/approach

Data on market share, sales, related firm size and annual profit were obtained for the period, 2004-2008. Profile deviation and cluster analysis approaches were applied in this study.

Findings

There is a significant effect of an optimal launch strategy on new drug performance given the respective resource availability and the market environment situations.

Practical implications

The study suggests that multi-national corporations may prove resilient in the emerging economies through both innovative and cost-driven offerings in different therapeutic categories.

Originality/value

This research is unique in studying the drug launch strategies across both foreign firms and local firms in a competitive emerging pharmaceutical market.

Keywords

Citation

Ching Gu, V. and Burns, J.R. (2016), "The launch strategy choices in China’s pharmaceutical market", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 10 No. 3, pp. 339-356. https://doi.org/10.1108/IJPHM-06-2015-0030

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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