BREAKTHROUGH POSITIONING STRATEGY: USAGE AT THE ENTERPRISE LEVEL RUSSIAN PHARMACEUTICAL CLUSTER

Pashkus V.Y. () and Pashkus N. A. ()
Additional contact information
Pashkus V.Y.: St. Petersburg State University
Pashkus N. A.: St. Petersburg State University

Annals of marketing-mba, 2015, vol. 2

Abstract: The article deals with the development of pharmaceutical clusters. We study the development of the Russian pharmaceutical market, highlighted areas where there are promising pharmaceutical companies engaged in innovative activities and using modern marketing strategies, including breakthrough positioning strategy. The aim is to develop a tool positioning regional pharmaceutical cluster region-specific manufacturers and features segments of the pharmaceutical market, including: formulations, dietary supplements and biotechnology (cell and gene) products

Keywords: pharmaceutical market; gene therapy drug; transgenic products; dietary supplements; innovative product; innovation false; design technology matrix; “generic” products; “kitch” products; hi-tech products; breakthrough products; SET gap Journal: Marketing MBA.Marketing management firms (search for similar items in EconPapers)
JEL-codes: I21 M21 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.marketing-mba.ru/article/v2_15/Pashkus.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v2_7_15

Access Statistics for this article

More articles in Annals of marketing-mba from Department of Marketing, Marketing MBA (RSconsult) Contact information at EDIRC.
Bibliographic data for series maintained by Sidorchuk, Roman ().