A Decision Model for Pharmaceutical Marketing and a Case Study in Turkey

Didem Toker, Hakan Tozan and Ozalp Vayvai

Economic Research-Ekonomska Istraživanja, 2013, vol. 26, issue 1, 101-114

Abstract: The choice of the appropriate product for the portfolio of a pharmaceutical company in terms of its strategy and long term commercial value is a sophisticated multi-criteria decision problem in pharma economics. This paper provides a systematic method for licensing in pharm a industry and proposes a Fuzzy AHP based decision model for the decision makers in pharmaceutical industry to assess potentials of different products for license-in that may be proper for their portfolio. An application of the proposed model is also performed for a pharmaceutical company in Turkey.

Date: 2013
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DOI: 10.1080/1331677X.2013.11517592

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