Primjena istraživanja tržišta u farmaceutskoj industriji

postgraduate specialist thesis

• Title (english): Use of Market Research in the Pharmaceutical Industry
• Author: Marijana Papić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Farmaceutska industrija kao jedna od vodećih visokotehnoloških industrija obilježena je kontinuiranim rastom tržišta lijekova. Menadžeri u farmaceutskim poduzećima suočavaju se s brojnim izazovima kao što su snižavanje cijena lijekova, gubitci patentne zaštite lijekova, dolazak novih konkurenata, nestašica pojedinih lijekova na tržištu i brojni drugi i u cilju daljnjeg razvoja njihovih poduzeća primorani su donositi vrlo zahtjevne odluke. Te odluke imaju tim veću težinu kada se zna da farmaceutska poduzeća ulažu u marketinške i prodajne aktivnosti i preko 25% svojih prihoda. Za donošenje ispravnih odluka potrebne su im točne, pravovremene i upotrebljive informacije. Ukoliko im takve informacije nisu na raspolaganju, a imaju dovoljno financijskih i vremenskih resursa, mogu ih prikupiti istraživanjem tržišta. Svrha rada je analizirati primjenu istraživanja tržišta među farmaceutskim poduzećima koja posluju na hrvatskom tržištu. Osnovni cilj rada je istražiti primjenu istraživanja tržišta u farmaceutskoj industriji. Provedeni su dubinski intervjui na namjernom uzorku od 10 stručnjaka uključenih u donošenje strateških odluka unutar farmaceutske industrije. Kao instrument istraživanja korišten je podsjetnik za intervju (vodič). Rezultati istraživanja su pokazali da menadžeri zaposleni u farmaceutskim poduzećima u Hrvatskoj koriste različite metode istraživanja tržišta u različitim životnim fazama ciklusa lijeka. Značajno češće ih provode zaposlenici u originatorskim i hibridnim poduzećima. Razmatrajući korištenje istraživanja tržišta prema registracijskom statusu lijeka, zabilježeno je da se istraživanja koriste nešto češće za bezreceptne proizvode u odnosu na receptne. Dobiveni rezultati omogućuju menadžerima dobivanje uvida u do sada primjenjivane metode istraživanja u području od njihovog interesa i olakšavaju donošenje odluke o provedbi istraživanja koje će im donijeti potrebne informacije.

Abstract (english)

The pharmaceutical industry, as one of the leading high-tech industries, is characterized by the continuous growth of the drug market. Managers in pharmaceutical companies face numerous challenges such as lowering drug prices, loss of drug patent protection, arrival of new competitors, shortage of certain drugs on the market and many others, and in order to further develop their companies, they are forced to make very demanding decisions. These decisions have all the more weight when it is known that pharmaceutical companies invest more than 25% of their revenues in marketing and sales activities. They need accurate, timely and usable information to make the right decisions. If such information is not at their disposal, and they have sufficient financial and time resources, they can collect it through market research. The purpose of the paper is to analyze the application of market research among pharmaceutical companies operating on the Croatian market. The main goal of the paper is to investigate the application of market research in the pharmaceutical industry. In-depth interviews were conducted on a purposive sample of 10 experts involved in making strategic decisions within the pharmaceutical industry. An interview reminder (guide) was used as a research instrument. The results of the research showed that managers employed in pharmaceutical companies in Croatia use different methods of market research in different life stages of the drug cycle. They are carried out significantly more often by employees in originator and hybrid companies. When considering the use of market research according to the registration status of the drug, it was noted that research is used slightly more often for over-the-counter products compared to prescription products. The obtained results allow managers to gain an insight into the research methods applied so far in the area of their interest and make it easier to make a decision on the implementation of research that will bring them the necessary information.

• Keywords: farmaceutska industrija; istraživanje tržišta; dubinski intervju
• Keywords (english): pharmaceutical industry; market research; in-depth interview
• Language: croatian
• URN:NBN: urn:nbn:hr:148:933129
• Study programme: Title: /; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica poslovnog upravljanja-MBA (specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-14 20:27:24