Use of Social Networks of Lab Genomma as Important Key to Growth: A View from the Theory of Resources and Capabilities

José G. Vargas-Hernández and Laura Victoria Rodríguez-Zaragoza

International Journal of Management Sciences, 2015, vol. 5, issue 4, 261-271

Abstract: Mexican society is characterized by a tendency to self-medication when they get sick and be loyal to the brand that worked. Genomma Lab realized it and used its resources (including networks of social relations) to quickly positioned itself as the leader in the market with most of its brands in OTC medicines and products for health care. The article discusses how their beginning in publicity and the dynamism of their abilities makes him have a growth rate accelerated to the company.

Keywords: Genomma lab; resource-based view; marketing; network; competitive advantage. (search for similar items in EconPapers)
Date: 2015
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