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A methodological approach to the marketing process in the biotechnology-based companies [An article from: Industrial Marketing Management]
Book Details
Author(s)C. Costa, M. Fontes, M.V. Heitor
PublisherElsevier
ISBN / ASINB000RR0B5U
ISBN-13978B000RR0B57
AvailabilityAvailable for download now
Sales Rank12,722,804
MarketplaceUnited States 🇺🇸
Description
This digital document is a journal article from Industrial Marketing Management, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
The article addresses the commercialization activities of biotechnology-based companies in a European context and discusses whether these companies are able to gain adequate market perceptions and set adequate marketing processes, taking into account three analytical steps: strategic marketing definition, marketing implementation, and evolution of strategy and implementation. A methodological approach was developed, considering the specific nature of the technology and the companies. The case of Portuguese companies was used to test this methodology. The findings support the hypothesis that marketing issues constitute a problem for these companies, since most of them had serious difficulties in going through the marketing process. Marketing deficiencies were largely connected to the access to human resources with relevant management and marketing capabilities and were particularly felt by companies introducing discontinuous innovations. The research confirms that this methodology is useful in the assessment of the marketing management process in biotechnology-based companies.
Description:
The article addresses the commercialization activities of biotechnology-based companies in a European context and discusses whether these companies are able to gain adequate market perceptions and set adequate marketing processes, taking into account three analytical steps: strategic marketing definition, marketing implementation, and evolution of strategy and implementation. A methodological approach was developed, considering the specific nature of the technology and the companies. The case of Portuguese companies was used to test this methodology. The findings support the hypothesis that marketing issues constitute a problem for these companies, since most of them had serious difficulties in going through the marketing process. Marketing deficiencies were largely connected to the access to human resources with relevant management and marketing capabilities and were particularly felt by companies introducing discontinuous innovations. The research confirms that this methodology is useful in the assessment of the marketing management process in biotechnology-based companies.
