Abstract:

This paper demonstrates the synergies obtained by combination of agency and client resources. The result is an improvement in strategic decision making and an enhancement of market research. The research context is the pre-launch phase of a neuroleptic drug across nineteen countries in middle east and west Asia. The paper illustrates how a transnational team, including headquarters, local country operations and a market research agency, was formed and executed the project. The conclusion is drawn that the research was successful in providing clear evidence on many critical factors required for a cognizant and coherent drug launch process and represented a cost effective solution.