Thesis (S.M.M.O.T.)--Massachusetts Institute of Technology, Sloan School of Management, Management of Technology Program, 2000. / Also available online at the MIT Theses Online homepage <http://thesis.mit.edu>. / Includes bibliographical references (leaves 64-67). / This thesis focuses on an analysis of strategy in the prescription drug industry. For prescription drug companies, the ultimate consumers are patients, but intermediate customers are physicians. Because of regulations and the particular decision making process of choosing pharmaceuticals, the marketing activity of drug companies have focused on physicians and introduced their products to them. However, because of deregulation, the emergence of health maintenance organizations (HMOs), which aim to reduce health care costs, the value chain of prescription drug industry has been changing. Accordingly, prescription drug companies have been re-evaluating the traditional value chain of the industry. They have to invest in a more important part, and to establish a new business model. This paper will focus mainly on a prescription drug market, discussing a new value chain and its demand for change. This paper explains the increasing need for direct-to-consumer (DTC) advertising, which includes information technology and e-commerce, in contrast to the industry's traditional marketing. / by Yoshihito Takahashi. / S.M.M.O.T.
| Identifer | oai:union.ndltd.org:MIT/oai:dspace.mit.edu:1721.1/9232 |
| Date | January 2000 |
| Creators | Takahashi, Yoshihito, 1967- |
| Contributors | Stan N. Finkelstein., Management of Technology Program., Management of Technology Program. |
| Publisher | Massachusetts Institute of Technology |
| Source Sets | M.I.T. Theses and Dissertation |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 90 leaves, 10139256 bytes, 10139018 bytes, application/pdf, application/pdf, application/pdf |
| Rights | M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission., http://theses.mit.edu/Dienst/UI/2.0/Describe/0018.mit.theses%2f2000-42, http://dspace.mit.edu/handle/1721.1/7582 |
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