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
Thesis advisor
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
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