CUSTOMER VALUE CREATION IN THE GENERICS PHARMACEUTICAL MARKET
This paper integrates a wider case study on PharmCo, a pharmaceutical company that is currently building a strategy to entry the hospital generics market. The research aims to investigate what United Kingdom (UK) hospitals key decision makers perceive as value when purchasing generic pharmaceuticals...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/23683/ |