A DECISION MODEL FOR PHARMACEUTICAL MARKETING AND A CASE STUDY IN TURKEY


Toker D., TOZAN H., VAYVAY Ö.

ECONOMIC RESEARCH-EKONOMSKA ISTRAZIVANJA, cilt.26, ss.101-114, 2013 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 26 Konu: 1
  • Basım Tarihi: 2013
  • Doi Numarası: 10.1080/1331677x.2013.11517592
  • Dergi Adı: ECONOMIC RESEARCH-EKONOMSKA ISTRAZIVANJA
  • Sayfa Sayıları: ss.101-114

Özet

The choice of the appropriate product for the portfolio of a pharmaceutical company in terms of its strategy and long term commercial value is a sophisticated multi-criteria decision problem in pharma economics. This paper provides a systematic method for licensing in pharma industry and proposes a Fuzzy AHP based decision model for the decision makers in pharmaceutical industry to assess potentials of different products for license-in that may be proper for their portfolio. An application of the proposed model is also performed for a pharmaceutical company in Turkey.