Abstract:

The paper describes a multi-country study carried out on behalf of SmithKline Beecham International by Complete Market Research. The aim of the study was to explore the anti-malarial market in several developing countries, and to identify potential opportunities and to develop the marketing strategy for SmithKline Beecham’s anti-malarial drug, Halfan (halofantrine). The focus of the paper is concerned with the issues of managing multi- country projects in culturally diverse and challenging countries, such as those in Africa or south east Asia. The paper introduces the disease area and the rationale for undertaking the research. It then goes on to discuss the key issues involved in multi-country studies, and concludes that carrying out research under these conditions requires attention to, and adaptation of, the basic research tools.