If you launch it, they will come: Bridging global and local marketing to extract the greatest value from that rare product launch

Alex Stojanovic and Robbert Van Der Meulen

Journal of Brand Strategy, 2012, vol. 1, issue 1, 15-24

Abstract: If you launch it, they will come. That might have been the thinking ten years ago — it was certainly the case for Viagra, among others, which due to global brand awareness and strong media attention had a relatively smooth path to blockbuster status — but not today, and certainly not tomorrow. With changes in the market environment — from budget crises in Europe to emerging markets around the world — the pharmaceutical industry faces the need to bridge global and local marketing, and extract the greatest value from a rare product launch. This paper has attempted to cite a few examples of how implementation of the right people, processes, and tools can enable the constant flow of information from local markets to a global R&D project and prepare those rarely-launched products for commercial success.

Keywords: centralised marketing; global marketing; glocal; pharmaceutical; product launch (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:1:p:15-24

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