Key Success Factors for Sales Force Readiness

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Key Success Factors for Sales Force Readiness

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dc.contributor.author Fraenkel, Stefan C.
dc.date.accessioned 2010-12-22
dc.date.accessioned 2010-12-22T12:06:13Z
dc.date.available 2010-12-22T12:06:13Z
dc.date.issued 2010-12-22
dc.identifier.isbn 9788759384534
dc.identifier.issn 0906-6934
dc.identifier.uri http://hdl.handle.net/10398/8224
dc.description.abstract This research identifies a set of key success factors for sales force readiness, for driving the success of a new product launch within the pharmaceutical industry. Drawing from the analysis of fifty product launches in the Swedish pharmaceutical market, the study has succeeded in discriminating between four types of key success factors: the key factors that are important and crucial for a successful launch; the key factors that are important yet not necessarily crucial for a successful launch; the market conditions that are most ideal for a successful launch, and finally the type of newness of the product that is most suitable for successful launch. The overall aim of the research project was to provide guidance in optimizing the sales force readiness during the launch of a new pharmaceutical product. The research question is driven by the great importance and high cost of the sales force, together with the need for the pharmaceutical companies to continuously launch new products in a marketplace with increased challenges for all parts of the business. The research approach divides the research into two main parts. The first part reviews earlier studies/findings in the literature, collects empirical data in the form of six case studies and conducts six expert interviews with the purpose of formulating a Research Model. In the second part, the Research Model and its variables are quantitatively tested against fifty launched pharmaceutical products in Sweden. The study employs a bottom-up analysis method with Partial Least Squares Analysis, being predictive in nature, rather than the more conventional top-down and hypothesis-testing approach that typically employs regression analysis methods. In order to provide both practitioners and researchers with guidance on the results, its interpretation is presented in terms of its managerial implications as well as proposals for further research. en_US
dc.format.extent 285 en_US
dc.language eng en_US
dc.publisher Handelshøjskolens Forlag en_US
dc.relation.ispartofseries Ph.d. serie;1.2011
dc.subject.other Sales Force en_US
dc.subject.other Sales en_US
dc.subject.other Force Management en_US
dc.subject.other Product Launch en_US
dc.subject.other Product Introduction en_US
dc.subject.other New Product Launch en_US
dc.subject.other Pharmaceutical Industry en_US
dc.title Key Success Factors for Sales Force Readiness en_US
dc.type phd en_US
dc.accessionstatus modt10dec22 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for International Økonomi og Virksomhedsledelse en_US
dc.contributor.departmentshort INT en_US
dc.contributor.departmentuk Department of International Economics and Management en_US
dc.contributor.departmentukshort INT en_US
dc.idnumber 9788759384534 en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2010 en_US
dc.title.subtitle A Study of Product Launches in the Swedish Pharmaceutical Industry en_US


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