IDEAS home Printed from https://ideas.repec.org/a/ids/wremsd/v6y2010i4p318-335.html
   My bibliography  Save this article

Managing B2B relationships in the Croatian pharmaceutical industry

Author

Listed:
  • Sanda Renko
  • Mirela Rakuljic

Abstract

The main purpose of CRM is to get to know the customer as well as possible, which can help a company to deliver better, more appropriate and higher added value to the customer. A strong connection with the customers is the key to their satisfaction, especially if this connection is attained through recognising the customers' needs. This can become one of the crucial competitive advantages. Those notions are more exposed in the industry which situation directly reflects the quality of human life as in the case of pharmaceutical industry. Better relationships between pharmaceutical companies and physicians and health institutions provide higher level of service to patients. In an empirical study conducted in the pharmaceutical market in Croatia, results show the importance of development of partner relationships between pharmaceutical companies' sales representatives and their customers (i.e., physicians subscribers in the primary health protection and physicians specialists in the secondary health protection that only recommend medicines).

Suggested Citation

  • Sanda Renko & Mirela Rakuljic, 2010. "Managing B2B relationships in the Croatian pharmaceutical industry," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 6(4), pages 318-335.
  • Handle: RePEc:ids:wremsd:v:6:y:2010:i:4:p:318-335
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=37108
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:6:y:2010:i:4:p:318-335. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Darren Simpson). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=173 .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.