Marketing's interface with research and development and production in the pharmaceutical industry : a case study of the Glaxo Wellcome Group in Asia-Pacific region | |
| Author | Myat Thandar |
| Call Number | AIT RSPR no.SM-97-37 |
| Subject(s) | Pharmaceutical industry--Asia Pharmaceutical industry--Pacific Area |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-37 |
| Abstract | The role of Marketing has changed over the past few years. Firms today need Marketing's inputs in their Research and Development and in Production operations more than ever. In the Pharmaceutical Industry; where firms try to find ways to prevent, inhibit, or cure the diseases that are already there, or in other words, where firms try to fulfill the needs that are already in the market, valuable inputs from Marketing is indispensable for producing medicines that have both medical and commercial values. Unfortunately, successful management of the interface between Marketing and the other two functions: Research and Development, and Production, has not been an easy task for any firm. Problems in the interface management are common in every organization and when they are not managed well, the competitiveness of the firm usually goes down. The goal of this paper is to observe the mechanisms that can lead to successful management of these interfaces and also the factors that can give negative impact on it. To achieve this goal, a case study on Glaxo Wellcome Group, the world's largest multinational pharmaceutical company, was done with focus on its Asia Pacific region operations. Factors found at various management levels are analyzed in detail. Finally, based on the findings in the literature research and on expert opinions, several recommendations and discussions are made for better interface management. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-37 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, M.; |
| Examination Committee(s) | Ramanathan, K.;Johri, L.M.; |
| Scholarship Donor(s) | Swiss Agency for Development and ~ooperation (SDC); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |