Gaining Competitive Advantage in The European Pharmaeutical Generics Market
Dos Santos, Roberta and Allam, Dina and Murphy, John and Del Corral, Jose Alberto (2010) Gaining Competitive Advantage in The European Pharmaeutical Generics Market. [Dissertation (University of Nottingham only)] (Unpublished)
The aim of this study is to examine the necessary elements of competitive advantage for a global pharmaceutical company as it embarks on its launch into 16 European generics market. The academic base explores five of Vargo and Lusch’s Service Dominant-logic foundational premises and the actions that must be taken for the company to move from a market to relational exchange level.
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