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Research papers

The use of international online databases in competitive analysis

Online databases extend the researcher's range of sources so greatly that they cannot be ignored both as a tool in competitive analysis and as a means of keeping abreast of the world's literature on technical and business aspects of the...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Janet Matthews
February 27, 1985
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Citation

Matthews, J. (1985a, February 27). The use of international online databases in competitive analysis. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/the-use-of-international-online-databases-in-competitive-analysis


Research papers

Business intelligence for top management

The author proposes the creation of a Business Intelligence function for top management - function to provide competitive, environmental, and internal information and analysis needed for decision making. Author states the "prime mission" of such a...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Henri Lipmanowicz
February 27, 1985
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Citation

Lipmanowicz, H. (1985a, February 27). Business intelligence for top management. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/business-intelligence-for-top-management


Research papers

Macroanalysis of the international pharmaceutical industry

With the increasingly international nature of the pharmaceutical industry, market researchers are faced with the task of analysing companies and product sectors that are exposed to a wide variety of operating conditions. Whether conducting analysis...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Steve-Michael Plag
February 27, 1985
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Citation

Plag, S. (1985a, February 27). Macroanalysis of the international pharmaceutical industry. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/macroanalysis-of-the-international-pharmaceutical-industry


Research papers

Competitor analysis

This paper traces the theoretical development of a company's planning process from basic financial planning to strategic management. It highlights the fact that a competitor intelligence programme is a necessary condition to enable the company to...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Stewart Fairbairn
February 27, 1985
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Citation

Fairbairn, S. (1985a, February 27). Competitor analysis . ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/competitor-analysis-


Research papers

Decoding medical advertising

This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Peter Cooper
Company: QRi Consulting Ltd.
February 27, 1985
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Citation

Cooper, P. (1985a, February 27). Decoding medical advertising. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/decoding-medical-advertising


Research papers

Assessing the competition

Companies compete against each other in a complex struggle for customers, capital, and organisational resources. The ultimate objective is to achieve and maintain the coveted status of "industry leader". The basic goal is survival. In this continuous...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: William L. Sammon
February 27, 1985
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Citation

Sammon, W. L. (1985a, February 27). Assessing the competition. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/assessing-the-competition


Research papers

Competitor analysis in defence of a brand leader

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Roger Western
February 27, 1985
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Citation

Western, R. (1985a, February 27). Competitor analysis in defence of a brand leader. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/competitor-analysis-in-defence-of-a-brand-leader


Research papers

Competitive advertising effectiveness

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Peter J. Hayes
February 27, 1985
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Citation

Hayes, P. J. (1985a, February 27). Competitive advertising effectiveness . ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/competitive-advertising-effectiveness-


Research papers

Competitor analysis by patient monitoring

The development of market research and marketing shows us that, based on a series of market research results, the patient is playing an ever larger role in the marketing strategies of the pharmaceutical industry. We can see that the patient receives...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Authors: Ingrid Köpl, Gerd Bögel
Company: Marplan Forschungsgesellschaft mbH
February 27, 1985
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Citation

Köpl and Bögel (1985a, February 27). Competitor analysis by patient monitoring. ANA - ESOMAR. Retrieved March 25, 2026, from


https://ana.esomar.org/documents/competitor-analysis-by-patient-monitoring