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Leveraging the Integration of Sales Career Cycle with Brand Life Cycle in Indian Pharmaceutical Firms

  • Basant Kumar Purohit

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    Indian pharmaceutical sector is currently witnessing faster introduction of new drugs, with shorter life cycles, given the intense competition. Often, pharma companies fail to strategically align their sales force with brands to gain the competitive edge. Personal selling literature too is silent on this front. This study for the first time, suggests a new conceptual framework to align sales career cycle (SCC) stages with brand life cycle (BLC) stages of the drugs for more effective selling to physicians. Through a series of propositions, the study highlights the relevance of sales career cycle stage in influencing physicians for increasing prescriptions and the alignment of sales efforts at various SCC stages with the brand life cycle. Pharmaceutical companies would stand to gain from this study by profiling the medical representatives based on SCC stages and allotting them the drug in the appropriate BLC stage. [W.P. No. 2010-07-01]

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    Paper provided by eSocialSciences in its series Working Papers with number id:2725.

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    Date of creation: Aug 2010
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    Handle: RePEc:ess:wpaper:id:2725
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    1. Rink, David R. & Swan, John E., 1979. "Product life cycle research: A literature review," Journal of Business Research, Elsevier, vol. 7(3), pages 219-242, September.
    2. William E. Cox & Jr., 1967. "Product Life Cycles as Marketing Models," The Journal of Business, University of Chicago Press, vol. 40, pages 375.
    3. Homburg, Christian & Stock, Ruth, 2005. "Exploring the Conditions Under Which Salesperson Work Satisfaction Can Lead to Customer Satisfaction," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35543, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    4. Homburg, Christian & Stock, Ruth, 2005. "Exploring the Conditions Under Which Salesperson Work Satisfaction Can Lead to Customer Satisfaction," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60481, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    5. Enis, Ben M. & La Garce, Raymond & Prell, Arthur E., 1977. "Extending the product life cycle," Business Horizons, Elsevier, vol. 20(3), pages 46-56, June.
    6. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. " Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, University of Chicago Press, vol. 15(4), pages 473-81, March.
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