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Article
Publication date: 23 May 2008

Dr D. Mela

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396

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Nutrition & Food Science, vol. 38 no. 3
Type: Research Article
ISSN: 0034-6659

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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 4 April 2016

Dipanjan Goswami, Sakun Boon-Itt, Neera Jain and D.R. Agarwal

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring…

Abstract

Purpose

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

Design/methodology/approach

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

Findings

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Research limitations/implications

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Practical implications

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

Originality/value

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

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International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 1750-6123

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Book part
Publication date: 10 November 2010

S. Sriram and Pradeep K. Chintagunta

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 10 August 2015

Parul G Munjal

The purpose of this paper is to explore the issues and potential in using the participatory approach to help sustain the fairs and festivals of small and medium towns and…

Abstract

Purpose

The purpose of this paper is to explore the issues and potential in using the participatory approach to help sustain the fairs and festivals of small and medium towns and tap into their tourism potential.

Design/methodology/approach

An annual fair held in Sohna, a small town of Haryana, part of the District Gurgaon that has shown an exponential decadal urban growth rate, has been taken as a case to reflect on the context of small towns in India.

Findings

Due to out-migration and weakening of local indigenous population and change in occupation patterns, there is threat to continuity of the fairs and festivals. The processes revolving around the urban fairs and festivals are driven though participation of various local stakeholders and mechanisms; hence, any attempts at strengthening or sustaining these need to stem from understanding of the various participants and their roles.

Practical implications

An understanding of the possibilities and issues in organising the fairs and festivals through stakeholder engagement can help develop solutions to sustain these, enabling cultural continuity and positive economic impact on the various stakeholders.

Originality/value

This paper creates a discussion on sustaining the little known cultural wealth of small and medium towns in Haryana among all local and external stakeholders with focus on fairs and festivals.

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Article
Publication date: 1 June 2012

Heidi Hanson

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Library Hi Tech News, vol. 29 no. 4
Type: Research Article
ISSN: 0741-9058

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Article
Publication date: 1 March 1990

Michael M. Harris

The purpose of this paper is to provide an update on various methodological issues and statistical techniques pertinent to the conflict management literature. First…

Abstract

The purpose of this paper is to provide an update on various methodological issues and statistical techniques pertinent to the conflict management literature. First, issues related to use of laboratory studies, college students, and the study situation are reviewed. Second, two recent innovative statistical techniques, meta‐analysis and confirmatory modeling are described and potential applications in the conflict management field are given.

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International Journal of Conflict Management, vol. 1 no. 3
Type: Research Article
ISSN: 1044-4068

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 1 July 1971

ELEVEN YEARS have passed, we were reminded at the Hague Congress last month, since a handful of people met a few kilometres away and agreed to bring together all concerned…

Abstract

ELEVEN YEARS have passed, we were reminded at the Hague Congress last month, since a handful of people met a few kilometres away and agreed to bring together all concerned with work study through the medium of a European Federation. The tenth assembly of that body gave at least one member of that original group an opportunity to consider the present position.

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Work Study, vol. 20 no. 7
Type: Research Article
ISSN: 0043-8022

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Nutrition & Food Science, vol. 38 no. 2
Type: Research Article
ISSN: 0034-6659

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