CUSTOMER VALUE CREATION IN THE GENERICS PHARMACEUTICAL MARKET

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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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Bibliographic Details
Main Author:	Santos, Roberta
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/23683/

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