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The role culture has in international pharmaceutical strategy

Date of publication: June 1, 1994

Catalogue: EphMRA/ESOMAR Conference 1994: Meeting The Pressures By Intelligent Resourcing

Authors: Janet Henson, Bernadette Rogers

Abstract:

The aim of this paper is to outline some of the cultural issues which we as researchers need to take into consideration with regard to international pharmaceutical marketing research projects. The wealth of data available in the pharmaceutical arena clearly shows that doctor prescribing habits throughout the world are frequently diverse. Therefore when conducting marketing research it is essential to recognise this diversity, and design the research accordingly.

Janet Henson

Author

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Bernadette Rogers

Author

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Citation

Henson and Rogers (1994a, June 01). The role culture has in international pharmaceutical strategy. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/understanding-culture-in-international-marketing