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Gifts and sponsored trips for doctors matter more for sales of MNCs?(an application of censored regression)

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  • Hasan, Syed Akif
  • Subhani, Muhammad Imtiaz
  • Osman, Ms. Amber

Abstract

This study investigates and interrogates the impact of various marketing strategies on the sales of major multinational pharmaceutical companies in Pakistan; include Abbott, GSK and Aventis, while applying the censored regression. Besides interrogating the possible impacts of various marketing strategies which include the Promotional Gifts, Sponsored Trips, Differentiated Strategy, Un Differentiated Strategy, Product Development and Establishing the Brand, on the sales of outlined pharmaceutical MNCs, Objectively this study also focuses on the applications of Scaled OLS model (censored regression) in comparisons with the ordinary least square model. The findings reveal that, all of the outlined strategies do matter to the sales of stated MNCs but promotional gifts and sponsored trips they really work much than the rest of strategies considered, in long run only for Abbott Pakistan, while the differentiated and un-differentiated strategies for GSK and product development and establishing the brands for Aventis are revealed as the best most options for maximizing sales. Whereas, it is also found that the scaled OLS (censored regression) is the better and robust model in investigating the manifested proposition than the MLR.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 37651.

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Date of creation: 2012
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Handle: RePEc:pra:mprapa:37651

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Keywords: Marketing Strategies; Sales; MNCs; Pharmaceutical Industry; Censored regression; Tobit model;

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  1. Amemiya, Takeshi, 1973. "Regression Analysis when the Dependent Variable is Truncated Normal," Econometrica, Econometric Society, Econometric Society, vol. 41(6), pages 997-1016, November.
  2. John Rust, 1997. "Using Randomization to Break the Curse of Dimensionality," Econometrica, Econometric Society, Econometric Society, vol. 65(3), pages 487-516, May.
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