What next?
This case revolves around a pharmaceutical company named Covorex (Malaysia). The head office is Covorex Pharma which originates in Germany. It was founded in 1950 and has grown into a global multinational company with more than 150 subsidiaries worldwide. Covorex (Malaysia) was established as a loca...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Universiti Putra Malaysia Press
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/42900/ http://psasir.upm.edu.my/id/eprint/42900/1/What%20next.pdf |
| _version_ | 1848850088409956352 |
|---|---|
| author | Hashim, Haslinda Mohamat Din, Nurakmalina |
| author_facet | Hashim, Haslinda Mohamat Din, Nurakmalina |
| author_sort | Hashim, Haslinda |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This case revolves around a pharmaceutical company named Covorex (Malaysia). The head office is Covorex Pharma which originates in Germany. It was founded in 1950 and has grown into a global multinational company with more than 150 subsidiaries worldwide. Covorex (Malaysia) was established as a local subsidiary in 1980 to enable the distribution and marketing of Covorex Pharma pharmaceutical products in Malaysia. It has branches all over the country such as in Ipoh, Kota Bharu, Johor Bharu, Penang, Kuantan, Kuching and Kota Kinabalu, with over 200 employees. This case focuses on the sales performance of Covax, a new product introduced to clients in the Government-Hospital market. The case presents an opportunity for postgraduate and undergraduate students to apply and test their knowledge in Business to Business (B2B) marketing, integrated marketing communication and personal selling topics. |
| first_indexed | 2025-11-15T10:00:44Z |
| format | Article |
| id | upm-42900 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T10:00:44Z |
| publishDate | 2013 |
| publisher | Universiti Putra Malaysia Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-429002016-04-26T07:22:10Z http://psasir.upm.edu.my/id/eprint/42900/ What next? Hashim, Haslinda Mohamat Din, Nurakmalina This case revolves around a pharmaceutical company named Covorex (Malaysia). The head office is Covorex Pharma which originates in Germany. It was founded in 1950 and has grown into a global multinational company with more than 150 subsidiaries worldwide. Covorex (Malaysia) was established as a local subsidiary in 1980 to enable the distribution and marketing of Covorex Pharma pharmaceutical products in Malaysia. It has branches all over the country such as in Ipoh, Kota Bharu, Johor Bharu, Penang, Kuantan, Kuching and Kota Kinabalu, with over 200 employees. This case focuses on the sales performance of Covax, a new product introduced to clients in the Government-Hospital market. The case presents an opportunity for postgraduate and undergraduate students to apply and test their knowledge in Business to Business (B2B) marketing, integrated marketing communication and personal selling topics. Universiti Putra Malaysia Press 2013 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/42900/1/What%20next.pdf Hashim, Haslinda and Mohamat Din, Nurakmalina (2013) What next? Asian Journal of Case Research, 6 (2). ISSN 1985-4579 http://ajcr.putrabusinessschool.edu.my/?mod=archive&id=31 |
| spellingShingle | Hashim, Haslinda Mohamat Din, Nurakmalina What next? |
| title | What next? |
| title_full | What next? |
| title_fullStr | What next? |
| title_full_unstemmed | What next? |
| title_short | What next? |
| title_sort | what next? |
| url | http://psasir.upm.edu.my/id/eprint/42900/ http://psasir.upm.edu.my/id/eprint/42900/ http://psasir.upm.edu.my/id/eprint/42900/1/What%20next.pdf |