A research note on market creation in the pharmaceutical industry

Jenny Darroch, Morgan P. Miles

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)
7 Downloads (Pure)

Abstract

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.

Original languageEnglish
Pages (from-to)723-727
Number of pages5
JournalJournal of Business Research
Volume64
Issue number7
DOIs
Publication statusPublished - Jul 2011

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