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A field oriented approach to competitor analysis in the pharmaceutical and other healthcare business

Date of publication: May 3, 1971

Catalogue: Seminar 1971: Practice And Problems In International Pharmaceutical Marketing Research

Author: James Hickey

Abstract:

Competitor analysis plays an important role in the development of competitive strategy - an important element of strategic planning. To be effective, competitor analysis should be very focused. The surest way to loose management's attention is to gather reams of data from the sales force and every conceivable source, adding to the informational overload. The best way to gain management's attention and approval for a competitor analysis effort is to conduct a focused effort aimed at resolving a specific strategic or tactical issue.

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