• Conference paper

Servitization and Co-opetition in pharmaceutical industry

Ruiz-Alba, J., Soares, A. and Morales, J. 2015. Servitization and Co-opetition in pharmaceutical industry. Spring Servitization Conference 2015. Aston Business School, Birmingham, UK 18 - 19 May 2015 Aston Business School.

TitleServitization and Co-opetition in pharmaceutical industry
AuthorsRuiz-Alba, J., Soares, A. and Morales, J.
TypeConference paper
Abstract

Purpose:
The present paper aims at providing an outlook of the portfolio of services developed by the pharmaceutical distribution in Spain and Portugal by looking at the different types and levels of implementation. This paper also provides the research framework that is currently the base for the ongoing data collection, exploring the rationale behind the implementation of different types of services and co-opetitive relationships in relation to the pursuit of profit, the creation of barriers with competitors and the reinforcement of customer loyalty. The impact of these factors on the intention to increase the delivery of services in the future will also be analysed.
Design/methodology/approach:
In order to address the research framework presented, a quantitative research methodology is suggested through the use of web-based questionnaires. After the identification and categorization of services in this industry, a questionnaire was developed in order to measure the presence of the identified services and their impact on the pursuit of profit, the creation of competitive advantages the improvement of customer loyalty, willingness to further develop these services and co-opetitive relationships. The sample includes Portuguese and Spanish pharmaceutical cooperatives and private companies, operating as wholesalers.
Findings:
The empirical data is currently being collected therefore the present paper provides solely the analysis of the pharmaceutical industry in both countries and the classification of the services offered in this industry which was used as the basis to develop the questionnaire.
The paper discusses how the pharmaceutical distribution sector has evolved in the past decades and how the concentration process has changed the rules of the market owned by big players who are taking the lead. Additionally, the portfolio of new services that have recently been developed throughout the industry are identified. Some differences between both countries have been found mainly in IT services. The recent establishment of second degree cooperatives generates new perspectives to the suggested influence of co-opetitive relationships.
Originality/value:
The present paper is part of an ongoing research project which aims at providing both theoretical and practical implications:
1) The analysis of pharmaceutical wholesalers from a servitization perspective;
2) Application of Baines et al. (2013) classification to the pharmaceutical sector;
3) The adaptation and measurement of co-opetitive relationships within the servitization delivery;
4) Development of instruments to measure the level of implementation and the type of services which can be used in the future to make compared studies in other countries;

KeywordsServitization; Co-opetitive relationshps; pharmaceutical distribution
Year2015
ConferenceSpring Servitization Conference 2015
PublisherAston Business School
Publisher's version
Journal citationpp. 124-131
ISBN9781854494924
Web address (URL) of conference proceedingshttps://research.aston.ac.uk/portal/files/17919118/Proceedings_of_the_Spring_Servitization_Conference_SSC2015.pdf

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Ruiz-Alba, J., Vallespín, M. and González-Porras, J. 2014. Analisis del voluntariado corporativo: incorporacion al modelo de orientacion al marketing interno y su efecto sobre la satisfaccion laboral. Tourism & Management Studies International Conference 2014. University of Algare, Portugal 26 - 29 Nov 2014

The CMGS (Case Method with Guest Speakers) Project: developing experienced learning in Sales Management Education
Ruiz-Alba, J., Vallespín, M. and Almenta, E. 2014. The CMGS (Case Method with Guest Speakers) Project: developing experienced learning in Sales Management Education. EMAC 2014. University of Valencia, (Spain) 03 - 06 Jun 2014

Sales education beyond the classroom: building participative learning experiences in Sales Management through the CMGS (Case Method with Guest Speakers)
Ruiz-Alba, J., Almenta, E. and Vallespín, M. 2014. Sales education beyond the classroom: building participative learning experiences in Sales Management through the CMGS (Case Method with Guest Speakers). Journal of Technology and Science Education. 4 (3), pp. 125-154. https://doi.org/10.3926/jotse.125

El voluntariado corporativo y sus efectos sobre la satisfaccion laboral y el compromiso en empresas familiares de Andalucia
Ruiz-Alba, J., Vallespín, M. and González-Porras, J 2014. El voluntariado corporativo y sus efectos sobre la satisfaccion laboral y el compromiso en empresas familiares de Andalucia. Revista de Empresa Familiar (Now: European Journal of Family Business). 4 (1), pp. 45-58. https://doi.org/10.24310/ejfbejfb.v4i1.5038

Empirical analysis of the constituent factors of internal market orientation at Spanish hotels
Ruiz-Alba, J. and Vallespín, M. 2014. Empirical analysis of the constituent factors of internal market orientation at Spanish hotels. Tourism & Management Studies. 10 (Special Issue), pp. 151-157.

Farmanova Pharmaceutical distribution (Video case study)
Ruiz-Alba, J. and López Toro, A. 2014. Farmanova Pharmaceutical distribution (Video case study). Riuma Repositorium University of Málaga

Internal Marketing Orientation: an empirical research in hotel sector
Ruiz-Alba, J., Bermúdez-González, G., Rodríguez-Molina, M.A. and Blanca, M.J. 2014. Internal Marketing Orientation: an empirical research in hotel sector. International Journal of Hospitality Management. 38, pp. 11-19. https://doi.org/10.1016/j.ijhm.2013.12.002

Internal marketing and organizational commitment
Ruiz-Alba, J. 2013. Internal marketing and organizational commitment. AEDEM Conference. Islantilla, Huelva, Spain 05 - 07 Jun 2013

Exploratory study of the factors with impact on internal marketing strategies in hotel sector
Ruiz-Alba, J. and Bermúdez, G. 2013. Exploratory study of the factors with impact on internal marketing strategies in hotel sector. XXIII Jornadas Hispanolusas de Gestion Cientifica. Málaga, Spain 07 - 09 Feb 2013

Proposal for inclusion of the Work Family Balance (WFB) Factor in the Internal Market Orientation Paradigm
Ruiz-Alba, J. 2013. Proposal for inclusion of the Work Family Balance (WFB) Factor in the Internal Market Orientation Paradigm. V Academic Conference of Work and Family. IESE Business School. Barcelona, Spain 01 - 03 Jul 2013

Internal market orientation and internal reputation as prerequisites for external reputation
Ruiz-Alba, J. 2013. Internal market orientation and internal reputation as prerequisites for external reputation. EBEN Research Conference. Measuring and valuing corporate reputation: being good and looking good. University of Navarra, Pamplona, Spain 06 - 08 Jun 2013

Robert Adams: a case study
Ruiz-Alba, J. 2013. Robert Adams: a case study. Managing in a Global Economy XV International Conference. Eastern Academy of Management.. Seville, Spain 23 - 27 Jun 2013

Case study IESE Business School. "Olivia Baker"
Ruiz-Alba, J., Las Heras, M. and Chinchilla, N. 2013. Case study IESE Business School. "Olivia Baker". IESE Publishing.

El compromiso organizacional: un valor personal y empresarial en el marketing interno
Ruiz-Alba, J. 2013. El compromiso organizacional: un valor personal y empresarial en el marketing interno. Revista de Estudios Empresariales. Segunda época. 1 (2013), pp. 67-86.

Gamificacion con estrategia de marketing interno
Ruiz-Alba, J., Navarro, F. and Jiménez, S. 2013. Gamificacion con estrategia de marketing interno. Intangible Capital. 9 (4), pp. 1113-1144. https://doi.org/10.3926/ic.455

Telecommuting in Schneider Electric Spain
Las Heras, M. and Ruiz-Alba, J. 2012. Telecommuting in Schneider Electric Spain. 25 EBEN Annual Conference. Work, Virtues and Flourishing. Better people, better organisations, better societies. IESE Business School, Barcelona, Spain 19 - 22 Sep 2012

Case study IESE Business School. "Michel Saint-Laurent"
Ruiz-Alba, J. and Chinchilla, N. 2011. Case study IESE Business School. "Michel Saint-Laurent". IESE Publishing.

Case study IESE Business School. "Ignacio Valente"
Ruiz-Alba, J., Las Heras, M. and Chinchilla, N. 2009. Case study IESE Business School. "Ignacio Valente".

Analysis of the environment in Marketing
Ruiz-Alba, J. 2008. Analysis of the environment in Marketing. in: Garcia. D. (ed.) Manual of Marketing Madrid, Spain ESIC. pp. 63-105

Permalink - https://westminsterresearch.westminster.ac.uk/item/q0ww7/servitization-and-co-opetition-in-pharmaceutical-industry


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