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Impacting ethnic marketing practices in the pharmaceutical industry: A qualitative study of transformative African American women leaders

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  • Bonaparte, Yvette Lynne

Abstract

The pharmaceutical industry reports itself to be in need of transformation in light of its maturity and complexity. Additionally, marketing practices within healthcare have shifted from mass market approaches to approaches that recognise the value of targeted markets, inclusive of ethnic markets such as the African American market. This qualitative study includes semi-structured interviews with eight African American women mid-level and senior-level leaders in three global pharmaceutical companies. Their experiences are reviewed in the context of the seven tenets that comprise the transformative leadership model, and examples of their impact on ethnic marketing practices within the industry are discussed. Marketing-related activities specifically mentioned include clinical trial recruitment, targeted promotional activities and sales team diversity. This research adds to the body of knowledge relative to ethnic marketing considerations for the pharmaceutical industry and has implications for both scholars and practitioners regarding the importance of diverse and transformative leadership, and marketing practices within the pharmaceutical industry.

Suggested Citation

  • Bonaparte, Yvette Lynne, 2017. "Impacting ethnic marketing practices in the pharmaceutical industry: A qualitative study of transformative African American women leaders," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 2(2), pages 114-123, June.
    • Handle: RePEc:aza:jcms00:y:2017:v:2:i:2:p:114-123
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    More about this item

    Keywords

    ethnic marketing; African American; women; pharmaceutical; transformative leadership;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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