Hasan, Syed Akif and Subhani, Muhammad Imtiaz and Osman, Ms. Amber (2012): Gifts and sponsored trips for doctors matter more for sales of MNCs?(an application of censored regression). Published in: American Journal of Scientific Research (AJSR) No. 51 (2012): pp. 94-99.
Download (90kB) | Preview
This study investigates and interrogates the impact of various marketing strategies on the sales of major multinational pharmaceutical companies in Pakistan; include Abbott, GSK and Aventis, while applying the censored regression. Besides interrogating the possible impacts of various marketing strategies which include the Promotional Gifts, Sponsored Trips, Differentiated Strategy, Un Differentiated Strategy, Product Development and Establishing the Brand, on the sales of outlined pharmaceutical MNCs, Objectively this study also focuses on the applications of Scaled OLS model (censored regression) in comparisons with the ordinary least square model. The findings reveal that, all of the outlined strategies do matter to the sales of stated MNCs but promotional gifts and sponsored trips they really work much than the rest of strategies considered, in long run only for Abbott Pakistan, while the differentiated and un-differentiated strategies for GSK and product development and establishing the brands for Aventis are revealed as the best most options for maximizing sales. Whereas, it is also found that the scaled OLS (censored regression) is the better and robust model in investigating the manifested proposition than the MLR.
|Item Type:||MPRA Paper|
|Original Title:||Gifts and sponsored trips for doctors matter more for sales of MNCs?(an application of censored regression)|
|English Title:||Gifts and Sponsored Trips for Doctors matter more for sales of MNCs?(An Application of Censored Regression)|
|Keywords:||Marketing Strategies, Sales, MNCs, Pharmaceutical Industry, Censored regression, Tobit model|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising
C - Mathematical and Quantitative Methods > C1 - Econometric and Statistical Methods and Methodology: General
|Depositing User:||Muhammad Imtiaz Subhani|
|Date Deposited:||26. Mar 2012 15:51|
|Last Modified:||01. May 2015 03:45|
Aaker, D., R. Batra & J.G., Myers. (1992). Advertising Management, London: Prentice-Hall International, 12-14.
Agarwal, S., S., Desai, M., Holcomb & A., Oberoi. (2001). Unlocking the value of Big Pharma. The McKinsey Quarterly, 2, 65-73.
Amemiya, T. (1973). Regression analysis when the dependent variable is truncated normal, Econometrica (The Econometric Society), 41 (6): 997–1016, doi:10.2307/1914031.
Bagozzi, R., P. (1988), Marketing as an Organized Behavioral System of Exchange. Journal of Marketing.
Baker, W.E., & R.J., Lutz. (2000). An Empirical Test of an Updated Relevance-Accessibility. Model of Advertising Effectiveness. Journal of Advertising, 29, (1), 1-14.
Blumberg, D. & Perrone, F. (2001). How much are Marketing and Sales Capabilities Really Worth? A European Study on How the Capabilities Drive Performance, The European Study, Accenture
Corner, I. & M., Hinton. (2002). Customer relationship management systems: implementation risks and relationship dynamics. Qualitative Market Research: An International Journal, 5 (4), 239 – 251.
Fjermestad, J. & Romano, N. (2004). Electronic customer relationship management. Revisiting the general principles of usability and resistance – an integrative implementation framework. Business Process Management Journal.
Fornell, C. (2002). Consumer spending should rebound as customer satisfaction holds steady in manufacturing durables and e-business. ACSI Press release, August 19(http://www.theacsi.org/press_release/0802q2.pdf).
Gurău, C. (2005). Customer-Centric Strategic Planning: Integrating CRM in Online Business Systems Information technology and management.
Maynard, R. (1995). Launching Your Product Nation's Business. Retrieved August, 2011 from http://findarticles.com/p/articles/mi_m1154/is_n8_v83/ai_17305960/
Rust, J. (1997). Using Randomization to Break the Curse of Dimensionality. Econometrica, Econometric Society, 65(3), 487-516.
Scherer, F., D., Harhoff & J., Kukies. (2000).Uncertainty and the size of distribution of rewards from innovation’, Journal of Evolutionary Economics, 10, 175-200.
Subhash, J.C. (2009). Marketing Planning and Strategy, publisher: South Western College, 23-27.
Zeneca, A. (2001). AstraZeneca Approach to E-Business’, presentation to analysts, New York.