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

Other Title(s)

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

Dissertant

al-Amlih, Inas Atif

Thesis advisor

Masud, Imad Yusuf

Comitee Members

Jreisat, Luayy
Miqdadi, Yunus Abd al-Aziz

University

Amman Arab University

Faculty

College of Business

Department

Department of Marketing

University Country

Jordan

Degree

Master

Degree Date

2013

English Abstract

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.

Main Subjects

Marketing

Topics

No. of Pages

96

Table of Contents

Table of contents.

Abstract.

Abstract in Arabic.

Chapter One : Introduction.

Chapter Two : Theoretical framework.

Chapter Three : Study methodology.

Chapter Four : Statistical analysis.

Chapter Five : Discussion and conclusion.

References.

American Psychological Association (APA)

al-Amlih, Inas Atif. (2013). The role of coordination between research and development (R andD) and marketing in achieving competitive advantage in the pharmaceutical industry. (Master's theses Theses and Dissertations Master). Amman Arab University, Jordan
https://search.emarefa.net/detail/BIM-529828

Modern Language Association (MLA)

al-Amlih, Inas Atif. The role of coordination between research and development (R andD) and marketing in achieving competitive advantage in the pharmaceutical industry. (Master's theses Theses and Dissertations Master). Amman Arab University. (2013).
https://search.emarefa.net/detail/BIM-529828

American Medical Association (AMA)

al-Amlih, Inas Atif. (2013). The role of coordination between research and development (R andD) and marketing in achieving competitive advantage in the pharmaceutical industry. (Master's theses Theses and Dissertations Master). Amman Arab University, Jordan
https://search.emarefa.net/detail/BIM-529828

Language

English

Data Type

Arab Theses

Record ID

BIM-529828