TY - JOUR
T1 - A research note on market creation in the pharmaceutical industry
AU - Darroch, Jenny
AU - Miles, Morgan P.
PY - 2011/7
Y1 - 2011/7
N2 - When a firm launches a market-creating innovation, it launches a new product for which there are no close product substitutes. Thus, the new product causes a shift in the existing product-market structure of an industry. This paper reports on the findings of the analysis of 51 large pharmaceutical firms and their market-creating activities. The study suggests that market-creating firms have capabilities in both R&D and marketing. Furthermore, market-creating firms enjoy stronger efficiencies, manage costs better and make more profitable use of their assets.
AB - When a firm launches a market-creating innovation, it launches a new product for which there are no close product substitutes. Thus, the new product causes a shift in the existing product-market structure of an industry. This paper reports on the findings of the analysis of 51 large pharmaceutical firms and their market-creating activities. The study suggests that market-creating firms have capabilities in both R&D and marketing. Furthermore, market-creating firms enjoy stronger efficiencies, manage costs better and make more profitable use of their assets.
KW - Innovation
KW - Market creation
KW - Marketing capabilities
KW - Pharmaceutical industry
KW - R&D capabilities
UR - http://www.scopus.com/inward/record.url?scp=79955478094&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79955478094&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2010.08.002
DO - 10.1016/j.jbusres.2010.08.002
M3 - Article
AN - SCOPUS:79955478094
SN - 0148-2963
VL - 64
SP - 723
EP - 727
JO - Journal of Business Research
JF - Journal of Business Research
IS - 7
ER -
