Browsing by Subject "key success factors"

Increasing number of companion animals and market for companion animal drug products will bring about new challenges to the companion animal drug product marketing. Thus animal health companies have to rethink determinants of companion animal drug launch success so that their products could differ from other similar products. The aim of this study was to examine if the dominant approach of the new product launch (product-centered-, traditional sales and marketing- and strategic orientations approach) also more popular than relationship approach in the animal drug product marketing. The approach was chosen because big differences exist between the animal- and the human drug marketing. In addition it was researched how the recent changes of the animal health field has been effected to animal drug product marketing. The study was addressed to animal health marketing experts in Finland, the United Kingdom, Germany, France, Spain and Italy by electronic questionnaire. A previously generated questionnaire was employed. It was used after slight modifications and repiloting. According to the study it was found that there is dominating the same procedures as generally in industries in the launch of veterinary drug products. However, relationship approach, which emphasizes the importance of customer relationships, is quite important in the launch of a new veterinary drug product. Based on the results, relationship approach complements dominant approach in the launch of veterinary drug product. Based on answers given to the open-ended questions, veterinary drug companies consider current chances positive and aim to take advantage of the changes. Based on this study at least the senior management of veterinary drug companies seems to be aware the importance of relationship activities. From the results it can be seen that the relationship activities have not been utilized in the launches as much as it would be potential. Veterinary drug companies lean too much on that the company's products will be succeed with very low relationship activities because veterinary drug market is small and they have much less competitors than the human drug companies has. In addition there is working primarily high experienced people in the veterinary pharmaceutical industry, which has an impact that marketing practices are not updated easily.