Impacting ethnic marketing practices in the pharmaceutical industry: A qualitative study of transformative African American women leaders

Yvette Lynne Bonaparte

Journal of Cultural Marketing Strategy, 2017, vol. 2, issue 2, 114-123

Abstract: The pharmaceutical industry reports itself to be in need of transformation in light of its maturity and complexity. Additionally, marketing practices within healthcare have shifted from mass market approaches to approaches that recognise the value of targeted markets, inclusive of ethnic markets such as the African American market. This qualitative study includes semi-structured interviews with eight African American women mid-level and senior-level leaders in three global pharmaceutical companies. Their experiences are reviewed in the context of the seven tenets that comprise the transformative leadership model, and examples of their impact on ethnic marketing practices within the industry are discussed. Marketing-related activities specifically mentioned include clinical trial recruitment, targeted promotional activities and sales team diversity. This research adds to the body of knowledge relative to ethnic marketing considerations for the pharmaceutical industry and has implications for both scholars and practitioners regarding the importance of diverse and transformative leadership, and marketing practices within the pharmaceutical industry.

Keywords: ethnic marketing; African American; women; pharmaceutical; transformative leadership (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/3351/download/ (application/pdf)
https://hstalks.com/article/3351/ (text/html)
Requires a paid subscription for full access.

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:aza:jcms00:y:2017:v:2:i:2:p:114-123

Access Statistics for this article

More articles in Journal of Cultural Marketing Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().