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If you launch it, they will come: Bridging global and local marketing to extract the greatest value from that rare product launch

Author

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  • Stojanovic, Alex
  • Van Der Meulen, Robbert

Abstract

If you launch it, they will come. That might have been the thinking ten years ago — it was certainly the case for Viagra, among others, which due to global brand awareness and strong media attention had a relatively smooth path to blockbuster status — but not today, and certainly not tomorrow. With changes in the market environment — from budget crises in Europe to emerging markets around the world — the pharmaceutical industry faces the need to bridge global and local marketing, and extract the greatest value from a rare product launch. This paper has attempted to cite a few examples of how implementation of the right people, processes, and tools can enable the constant flow of information from local markets to a global R&D project and prepare those rarely-launched products for commercial success.

Suggested Citation

  • Stojanovic, Alex & Van Der Meulen, Robbert, 2012. "If you launch it, they will come: Bridging global and local marketing to extract the greatest value from that rare product launch," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(1), pages 15-24, March.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:1:p:15-24
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    More about this item

    Keywords

    centralised marketing; global marketing; glocal; pharmaceutical; product launch;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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