Derechos de autor 2024 Investigación e Innovación en Ingenierías
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Marketing estratégico en compañías de base tecnológica
Corresponding Author(s) : Ignacio Emilio Chica Arrieta
Investigación e Innovación en Ingenierías,
Vol. 12 Núm. 1 (2024): Enero-Junio
Resumen
Objetivo: Evaluar el perfil estratégico, comercial, procesos, producción, infraestructura, talento humano y financiero en una compañía de base tecnológica con el propósito de proponer una estrategia de marketing que permitan mejorar el conocimiento, la experiencia y la calidad percibida de la marca y que contribuyan a la fidelidad, lealtad, credibilidad y posicionamiento de esta en la mente de los prescriptores.
Metodología: Se desarrollaron grupos focales con los integrantes de la junta directiva, líderes y colaboradores de diferentes procesos de la organización durante 8 sesiones de trabajo en el período de 2019 a 2023. Discusión y Análisis de resultados: Las ponderaciones en cada uno de los perfiles analizados muestran los elementos a mejorar en el macro y microentorno, segmentación de mercado, cultura organizacional, gestión de recursos tangibles e intangibles y marketing relacional para la construcción de una estrategia de marketing. Conclusiones: Las compañias de base tecnológica deben mostrar una clara orientación al cliente en el desarrollo de la propuesta de valor y la estrategia que se construye a través de procesos organizacionales alineados con la mezcla de mercado que buscan lealtad, reconocimiento, reputación, fidelización, credibilidad y posicionamiento de la marca en el mercado objetivo con responsabilidad social y ambiental.
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- T. Aqif and S. Mumtaz, “Examining the impact of marketing techniques on the prescription behavior of physicians with ethical ideology as a moderator,” Int J Pharm Healthc Mark, vol. 17, no. 1, pp. 78–96, Mar. 2023, doi: 10.1108/IJPHM-01-2021-0009.
- M. Khazzaka, “Pharmaceutical marketing strategies’ influence on physicians’ prescribing pattern in Lebanon: ethics, gifts, and samples,” BMC Health Serv Res, vol. 19, no. 1, p. 80, Dec. 2019, doi: 10.1186/s12913-019-3887-6.
- M. A. Al-Areefi, M. A. Hassali, and M. I. b. Mohamed Ibrahim, “The role of pharmaceutical marketing and other factors in prescribing decisions: The Yemeni experience,” Research in Social and Administrative Pharmacy, vol. 9, no. 6, pp. 981–988, Nov. 2013, doi: 10.1016/j.sapharm.2012.10.006.
- A. D. Hailu, B. D. Workneh, and M. H. Kahissay, “Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design,” BMC Public Health, vol. 21, no. 1, p. 65, Dec. 2021, doi: 10.1186/s12889-020-10063-2.
- M. A. Murshid, Z. Mohaidin, G. Yen Nee, and Y. Fernando, “Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction,” Asia Pacific Journal of Marketing and Logistics, vol. 28, no. 5, pp. 780–806, Nov. 2016, doi: 10.1108/APJML-09-2015-0142.
- C. Leckie, A. Dwivedi, and L. W. Johnson, “Credibility and price premium-based competitiveness for industrial brands,” Journal of Retailing and Consumer Services, vol. 74, Sep. 2023, doi: 10.1016/j.jretconser.2023.103418.
- X. Chen, “Pharmaceutical Sales Representatives in the United States and China: The Need for Professional Public Space,” Health Care Analysis, vol. 30, no. 1, pp. 35–56, Mar. 2022, doi: 10.1007/s10728-021-00438-w.
- I. Fulone et al., “Pharmaceutical policies: effects of policies regulating drug marketing,” Cochrane Database of Systematic Reviews, vol. 2023, no. 6, Jun. 2023, doi: 10.1002/14651858.CD013780.pub2.
- M. Stros and N. Lee, “Marketing dimensions in the prescription pharmaceutical industry: a systematic literature review,” Journal of Strategic Marketing, vol. 23, no. 4, pp. 318–336, Jun. 2015, doi: 10.1080/0965254X.2014.931878.
- D. H. Al Thabbah, M. S. Almahairah, A. Y. Naser, H. M. Alrawashdeh, and M. Araidah, “The effect of pharmaceutical companies’ marketing mix strategies on physicians prescribing practices in Jordan: a cross-sectional study,” BMC Health Serv Res, vol. 22, no. 1, p. 1293, Oct. 2022, doi: 10.1186/s12913-022-08664-1.
- M. Gagnon and M. Dong, “What did the scientific literature learn from internal company documents in the pharmaceutical industry? A scoping review,” Cochrane Evidence Synthesis and Methods, vol. 1, no. 3, May 2023, doi: 10.1002/cesm.12011.
- Q. Huang, A. Wan, E. Elahi, B. Peng, and J. Li, “Can corporate social responsibility enhance corporate competitiveness? An empirical analysis based on listed companies in China’s pharmaceutical manufacturing industry,” Corp Soc Responsib Environ Manag, vol. 30, no. 5, pp. 2639–2650, Sep. 2023, doi: 10.1002/csr.2507.
- Dr. S. H. K. S. C. Dr. M. V. Dr. Ch. V. A. I. A. Dr. Ayush Kumar, “Pharmaceutical Product Life Cycle Management Strategies in the Contemporary scenario,” J Pharm Negat Results, vol. VOL 14, no. 3, pp. 512–516, 2023.
- H. Jenzer, S. Groesser, and N. Miljković, “Availability of Medicines,” in Practical Pharmaceutics, Cham: Springer International Publishing, 2023, pp. 23–55. doi: 10.1007/978-3-031-20298-8_3.
- A. Elnaiem et al., “Global and regional governance of One Health and implications for global health security,” The Lancet, vol. 401, no. 10377, pp. 688–704, Feb. 2023, doi: 10.1016/S0140-6736(22)01597-5.
- N. V. Jadhav, N. Singh, M. Targhotra, and M. K. Chauhan, “Impact of COVID-19 on Indian Pharmaceutical Industry and Way Forward,” Infect Disord Drug Targets, vol. 21, no. 4, pp. 484–494, Jun. 2021, doi: 10.2174/1871526520666200905123941.
- T. A. Henriques and H. O’Neill, “Design science research with focus groups – a pragmatic meta-model,” International Journal of Managing Projects in Business, vol. 16, no. 1, pp. 119–140, Mar. 2023, doi: 10.1108/IJMPB-01-2020-0015.
- S. G. Yaseen, I. El Qirem, M. Nussair, and H. Sa’d, “Intellectual capital components and entrepreneurial orientation: the mediating role of absorptive capacity,” Business Process Management Journal, vol. 29, no. 7, pp. 2129–2146, Oct. 2023, doi: 10.1108/BPMJ-03-2023-0194.
- P. C. Schotten and D. C. Morais, “Problem Structuring and Strategic Sorting Model for Financial Organizations,” European Journal of Business and Management Research, vol. 8, no. 1, pp. 100–111, Jan. 2023, doi: 10.24018/ejbmr.2023.8.1.1794.
- Y. Stoliarchuk, N. Moskalyuk, and R. Simonov, “PRIORITY AREAS OF INNOVATION IN CORPORATE STRATEGIES OF MULTINATIONAL PHARMACEUTICAL COMPANIES IN GLOBAL COORDINATES,” Economics & Education, vol. 8, no. 1, pp. 30–37, May 2023, doi: 10.30525/2500-946X/2023-1-4.
- A. A. A. Sharabati, “Lean operations and competitive advantage in the pharmaceutical industry,” International Journal of Services and Operations Management, vol. 44, no. 3, p. 293, 2023, doi: 10.1504/IJSOM.2023.129463.
- E. Saravia-Vergara, C. Sanchís-Pedregosa, and G. Albort-Morant, “Organizational Culture, Process Management and Maturity of the Process: An Empirical Study of the Process Status in Peru,” Global Business Review, vol. 24, no. 2, pp. 258–280, Apr. 2023, doi: 10.1177/0972150920916036.
- A. B. Pazhayattil and G. Konyu-Fogel, “An empirical study to accelerate machine learning and artificial intelligence adoption in pharmaceutical manufacturing organizations,” Journal of Generic Medicines: The Business Journal for the Generic Medicines Sector, vol. 19, no. 2, pp. 81–91, Jun. 2023, doi: 10.1177/17411343221151109.
- L. K. Vora, A. D. Gholap, K. Jetha, R. R. S. Thakur, H. K. Solanki, and V. P. Chavda, “Artificial Intelligence in Pharmaceutical Technology and Drug Delivery Design,” Pharmaceutics, vol. 15, no. 7, p. 1916, Jul. 2023, doi: 10.3390/pharmaceutics15071916.
- L. Ramadani, B. M. Izzati, Y. M. Tarigan, and R. Rosanicha, “Managing Information Technology Risks to Achieve Business Goals: A Case of Pharmaceutical Company,” JOIV : International Journal on Informatics Visualization, vol. 7, no. 2, p. 345, May 2023, doi: 10.30630/joiv.7.2.1816.
- R. A. Opoku, S. Adomako, and M. D. Tran, “Improving brand performance through environmental reputation: The roles of ethical behaviorand brand satisfaction,” Industrial Marketing Management, vol. 108, pp. 165–177, Jan. 2023, doi: 10.1016/j.indmarman.2022.11.011.
- N. S. A. AlBrakat, S. I. S. Al-Hawary, and S. M. Muflih, “The effect of green supply chain on the export performance of the Jordanian pharmaceutical industry,” Uncertain Supply Chain Management, vol. 11, no. 2, pp. 613–624, 2023, doi: 10.5267/j.uscm.2023.2.003.
- T. Hussain, D. Wang, and L. Benqian, “Examining the role of responsible management, CSR, and TQM in enhancing renewable energy projects: An empirical analysis,” Acta Ecologica Sinica, 2023, doi: 10.1016/j.chnaes.2023.06.010.
- Z. ul Haque and M. Shaiq, “Study on Determinants of Capital Structure in the Pharmaceutical Industry of Pakistan,” International Journal of Social Science & Entrepreneurship, vol. 3, no. 1, pp. 394–412, Jan. 2023, doi: 10.58661/ijsse.v3i1.105.
- M. Alshamrani, S. Alharthi, M. Helmi, and T. Alwadei, “Determinants of Employee Retention in Pharmaceutical Companies: Case of Saudi Arabia,” Journal of Business and Management Studies, vol. 5, no. 2, pp. 08–22, Mar. 2023, doi: 10.32996/jbms.2023.5.2.2.
- G. Festa, M. Rossi, A. Kolte, and L. Marinelli, “The contribution of intellectual capital to financial stability in Indian pharmaceutical companies,” Journal of Intellectual Capital, vol. 22, no. 2, pp. 337–359, Feb. 2021, doi: 10.1108/JIC-03-2020-0091.
- F. Ge and J. Xu, “Does intellectual capital investment enhance firm performance? Evidence from pharmaceutical sector in China,” Technol Anal Strateg Manag, vol. 33, no. 9, pp. 1006–1021, Sep. 2021, doi: 10.1080/09537325.2020.1862414.
- M. Farzaneh, R. Wilden, L. Afshari, and G. Mehralian, “Dynamic capabilities and innovation ambidexterity: The roles of intellectual capital and innovation orientation,” J Bus Res, vol. 148, pp. 47–59, Sep. 2022, doi: 10.1016/j.jbusres.2022.04.030.
- M. Algorri, N. S. Cauchon, T. Christian, C. O’Connell, and P. Vaidya, “Patient-Centric Product Development: A Summary of Select Regulatory CMC and Device Considerations,” J Pharm Sci, vol. 112, no. 4, pp. 922–936, Apr. 2023, doi: 10.1016/j.xphs.2023.01.029.
- J. Martínez Garcés y J. . Barreto Fereira, “Modelo de planeación para la inversión tecnológica en centros de investigación universitarios”, Investigación e Innovación en Ingenierías, vol. 7, n.º 2, jul. 2019. DOI: https://doi.org/10.17081/invinno.7.2.3448
- F. Shakouhi, R. Tavakkoli-Moghaddam, A. Baboli, and A. Bozorgi-Amiri, “A competitive pharmaceutical supply chain under the marketing mix strategies and product life cycle with a fuzzy stochastic demand,” Ann Oper Res, vol. 324, no. 1–2, pp. 1369–1397, May 2023, doi: 10.1007/s10479-021-04073-5.
Referencias
T. Aqif and S. Mumtaz, “Examining the impact of marketing techniques on the prescription behavior of physicians with ethical ideology as a moderator,” Int J Pharm Healthc Mark, vol. 17, no. 1, pp. 78–96, Mar. 2023, doi: 10.1108/IJPHM-01-2021-0009.
M. Khazzaka, “Pharmaceutical marketing strategies’ influence on physicians’ prescribing pattern in Lebanon: ethics, gifts, and samples,” BMC Health Serv Res, vol. 19, no. 1, p. 80, Dec. 2019, doi: 10.1186/s12913-019-3887-6.
M. A. Al-Areefi, M. A. Hassali, and M. I. b. Mohamed Ibrahim, “The role of pharmaceutical marketing and other factors in prescribing decisions: The Yemeni experience,” Research in Social and Administrative Pharmacy, vol. 9, no. 6, pp. 981–988, Nov. 2013, doi: 10.1016/j.sapharm.2012.10.006.
A. D. Hailu, B. D. Workneh, and M. H. Kahissay, “Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design,” BMC Public Health, vol. 21, no. 1, p. 65, Dec. 2021, doi: 10.1186/s12889-020-10063-2.
M. A. Murshid, Z. Mohaidin, G. Yen Nee, and Y. Fernando, “Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction,” Asia Pacific Journal of Marketing and Logistics, vol. 28, no. 5, pp. 780–806, Nov. 2016, doi: 10.1108/APJML-09-2015-0142.
C. Leckie, A. Dwivedi, and L. W. Johnson, “Credibility and price premium-based competitiveness for industrial brands,” Journal of Retailing and Consumer Services, vol. 74, Sep. 2023, doi: 10.1016/j.jretconser.2023.103418.
X. Chen, “Pharmaceutical Sales Representatives in the United States and China: The Need for Professional Public Space,” Health Care Analysis, vol. 30, no. 1, pp. 35–56, Mar. 2022, doi: 10.1007/s10728-021-00438-w.
I. Fulone et al., “Pharmaceutical policies: effects of policies regulating drug marketing,” Cochrane Database of Systematic Reviews, vol. 2023, no. 6, Jun. 2023, doi: 10.1002/14651858.CD013780.pub2.
M. Stros and N. Lee, “Marketing dimensions in the prescription pharmaceutical industry: a systematic literature review,” Journal of Strategic Marketing, vol. 23, no. 4, pp. 318–336, Jun. 2015, doi: 10.1080/0965254X.2014.931878.
D. H. Al Thabbah, M. S. Almahairah, A. Y. Naser, H. M. Alrawashdeh, and M. Araidah, “The effect of pharmaceutical companies’ marketing mix strategies on physicians prescribing practices in Jordan: a cross-sectional study,” BMC Health Serv Res, vol. 22, no. 1, p. 1293, Oct. 2022, doi: 10.1186/s12913-022-08664-1.
M. Gagnon and M. Dong, “What did the scientific literature learn from internal company documents in the pharmaceutical industry? A scoping review,” Cochrane Evidence Synthesis and Methods, vol. 1, no. 3, May 2023, doi: 10.1002/cesm.12011.
Q. Huang, A. Wan, E. Elahi, B. Peng, and J. Li, “Can corporate social responsibility enhance corporate competitiveness? An empirical analysis based on listed companies in China’s pharmaceutical manufacturing industry,” Corp Soc Responsib Environ Manag, vol. 30, no. 5, pp. 2639–2650, Sep. 2023, doi: 10.1002/csr.2507.
Dr. S. H. K. S. C. Dr. M. V. Dr. Ch. V. A. I. A. Dr. Ayush Kumar, “Pharmaceutical Product Life Cycle Management Strategies in the Contemporary scenario,” J Pharm Negat Results, vol. VOL 14, no. 3, pp. 512–516, 2023.
H. Jenzer, S. Groesser, and N. Miljković, “Availability of Medicines,” in Practical Pharmaceutics, Cham: Springer International Publishing, 2023, pp. 23–55. doi: 10.1007/978-3-031-20298-8_3.
A. Elnaiem et al., “Global and regional governance of One Health and implications for global health security,” The Lancet, vol. 401, no. 10377, pp. 688–704, Feb. 2023, doi: 10.1016/S0140-6736(22)01597-5.
N. V. Jadhav, N. Singh, M. Targhotra, and M. K. Chauhan, “Impact of COVID-19 on Indian Pharmaceutical Industry and Way Forward,” Infect Disord Drug Targets, vol. 21, no. 4, pp. 484–494, Jun. 2021, doi: 10.2174/1871526520666200905123941.
T. A. Henriques and H. O’Neill, “Design science research with focus groups – a pragmatic meta-model,” International Journal of Managing Projects in Business, vol. 16, no. 1, pp. 119–140, Mar. 2023, doi: 10.1108/IJMPB-01-2020-0015.
S. G. Yaseen, I. El Qirem, M. Nussair, and H. Sa’d, “Intellectual capital components and entrepreneurial orientation: the mediating role of absorptive capacity,” Business Process Management Journal, vol. 29, no. 7, pp. 2129–2146, Oct. 2023, doi: 10.1108/BPMJ-03-2023-0194.
P. C. Schotten and D. C. Morais, “Problem Structuring and Strategic Sorting Model for Financial Organizations,” European Journal of Business and Management Research, vol. 8, no. 1, pp. 100–111, Jan. 2023, doi: 10.24018/ejbmr.2023.8.1.1794.
Y. Stoliarchuk, N. Moskalyuk, and R. Simonov, “PRIORITY AREAS OF INNOVATION IN CORPORATE STRATEGIES OF MULTINATIONAL PHARMACEUTICAL COMPANIES IN GLOBAL COORDINATES,” Economics & Education, vol. 8, no. 1, pp. 30–37, May 2023, doi: 10.30525/2500-946X/2023-1-4.
A. A. A. Sharabati, “Lean operations and competitive advantage in the pharmaceutical industry,” International Journal of Services and Operations Management, vol. 44, no. 3, p. 293, 2023, doi: 10.1504/IJSOM.2023.129463.
E. Saravia-Vergara, C. Sanchís-Pedregosa, and G. Albort-Morant, “Organizational Culture, Process Management and Maturity of the Process: An Empirical Study of the Process Status in Peru,” Global Business Review, vol. 24, no. 2, pp. 258–280, Apr. 2023, doi: 10.1177/0972150920916036.
A. B. Pazhayattil and G. Konyu-Fogel, “An empirical study to accelerate machine learning and artificial intelligence adoption in pharmaceutical manufacturing organizations,” Journal of Generic Medicines: The Business Journal for the Generic Medicines Sector, vol. 19, no. 2, pp. 81–91, Jun. 2023, doi: 10.1177/17411343221151109.
L. K. Vora, A. D. Gholap, K. Jetha, R. R. S. Thakur, H. K. Solanki, and V. P. Chavda, “Artificial Intelligence in Pharmaceutical Technology and Drug Delivery Design,” Pharmaceutics, vol. 15, no. 7, p. 1916, Jul. 2023, doi: 10.3390/pharmaceutics15071916.
L. Ramadani, B. M. Izzati, Y. M. Tarigan, and R. Rosanicha, “Managing Information Technology Risks to Achieve Business Goals: A Case of Pharmaceutical Company,” JOIV : International Journal on Informatics Visualization, vol. 7, no. 2, p. 345, May 2023, doi: 10.30630/joiv.7.2.1816.
R. A. Opoku, S. Adomako, and M. D. Tran, “Improving brand performance through environmental reputation: The roles of ethical behaviorand brand satisfaction,” Industrial Marketing Management, vol. 108, pp. 165–177, Jan. 2023, doi: 10.1016/j.indmarman.2022.11.011.
N. S. A. AlBrakat, S. I. S. Al-Hawary, and S. M. Muflih, “The effect of green supply chain on the export performance of the Jordanian pharmaceutical industry,” Uncertain Supply Chain Management, vol. 11, no. 2, pp. 613–624, 2023, doi: 10.5267/j.uscm.2023.2.003.
T. Hussain, D. Wang, and L. Benqian, “Examining the role of responsible management, CSR, and TQM in enhancing renewable energy projects: An empirical analysis,” Acta Ecologica Sinica, 2023, doi: 10.1016/j.chnaes.2023.06.010.
Z. ul Haque and M. Shaiq, “Study on Determinants of Capital Structure in the Pharmaceutical Industry of Pakistan,” International Journal of Social Science & Entrepreneurship, vol. 3, no. 1, pp. 394–412, Jan. 2023, doi: 10.58661/ijsse.v3i1.105.
M. Alshamrani, S. Alharthi, M. Helmi, and T. Alwadei, “Determinants of Employee Retention in Pharmaceutical Companies: Case of Saudi Arabia,” Journal of Business and Management Studies, vol. 5, no. 2, pp. 08–22, Mar. 2023, doi: 10.32996/jbms.2023.5.2.2.
G. Festa, M. Rossi, A. Kolte, and L. Marinelli, “The contribution of intellectual capital to financial stability in Indian pharmaceutical companies,” Journal of Intellectual Capital, vol. 22, no. 2, pp. 337–359, Feb. 2021, doi: 10.1108/JIC-03-2020-0091.
F. Ge and J. Xu, “Does intellectual capital investment enhance firm performance? Evidence from pharmaceutical sector in China,” Technol Anal Strateg Manag, vol. 33, no. 9, pp. 1006–1021, Sep. 2021, doi: 10.1080/09537325.2020.1862414.
M. Farzaneh, R. Wilden, L. Afshari, and G. Mehralian, “Dynamic capabilities and innovation ambidexterity: The roles of intellectual capital and innovation orientation,” J Bus Res, vol. 148, pp. 47–59, Sep. 2022, doi: 10.1016/j.jbusres.2022.04.030.
M. Algorri, N. S. Cauchon, T. Christian, C. O’Connell, and P. Vaidya, “Patient-Centric Product Development: A Summary of Select Regulatory CMC and Device Considerations,” J Pharm Sci, vol. 112, no. 4, pp. 922–936, Apr. 2023, doi: 10.1016/j.xphs.2023.01.029.
J. Martínez Garcés y J. . Barreto Fereira, “Modelo de planeación para la inversión tecnológica en centros de investigación universitarios”, Investigación e Innovación en Ingenierías, vol. 7, n.º 2, jul. 2019. DOI: https://doi.org/10.17081/invinno.7.2.3448
F. Shakouhi, R. Tavakkoli-Moghaddam, A. Baboli, and A. Bozorgi-Amiri, “A competitive pharmaceutical supply chain under the marketing mix strategies and product life cycle with a fuzzy stochastic demand,” Ann Oper Res, vol. 324, no. 1–2, pp. 1369–1397, May 2023, doi: 10.1007/s10479-021-04073-5.