The role of coordination between research and development (R andD)‎ and marketing in achieving competitive advantage in the pharmaceutical industry

العناوين الأخرى

دور التنسيق بين البحث و التطوير و التسويق في تحقيق الميزة التنافسية في الصناعات الدوائية

مقدم أطروحة جامعية

al-Amlih, Inas Atif

مشرف أطروحة جامعية

Masud, Imad Yusuf

أعضاء اللجنة

Jreisat, Luayy
Miqdadi, Yunus Abd al-Aziz

الجامعة

جامعة عمان العربية

الكلية

كلية الأعمال

القسم الأكاديمي

قسم التسويق

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2013

الملخص الإنجليزي

This research intends to investigate the role of coordination between R&D and marketing departments in improving the innovation of pharmaceutical product, and achieving competitive advantage.

Coordination was measured by knowledge and skills, communication, collaboration, and integration between R&D and marketing.

Also it aimed to test the effect of innovation on competitive advantage in Jordanian Pharmaceutical industry.

A cross-sectional written survey was used to gather data from all managers and supervisors of R&D and marketing departments in Jordanian Pharmaceutical companies, 61 surveys had been distributed and 48 surveys were returned.

Findings indicate that knowledge and skills, communication, and integration between R&D and marketing play an important role in both: product innovation and competitive advantage, in addition that product innovation has significant effect on competitive advantage.

On other hand, collaboration between R&D and marketing managers has no significant effect on product innovation, and competitive advantage.

This research provides practical information to pharmaceutical companies that can lead to a better understanding of the Role of Coordination between R&D and Marketing, and be used to guide the training policy which includes special programs, to improve employees’ capabilities, facilitating information exchange and sharing ideas between R&D and marketing managers through regular meetings, and enhancing cooperation between marketing and R&D managers.

التخصصات الرئيسية

التسويق

الموضوعات

• الإدارة
• التسويق
• الأردن

عدد الصفحات

96

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-529828