Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Kohyari Haghighat a.; Haghighat k.k.; Mohammadi Hoseini s.a.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: Journal of Rafsanjan University of Medical Sciences Year:2019 | Volume:18 | Issue:9 Page(s): 909-920

Download Full-Text

Persian Verion

View:

582

Download:

Cites:

Information Journal Paper

Title

Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study

Author(s)

Kohyari Haghighat a. | Haghighat k.k. | Mohammadi Hoseini s.a. | Issue Writer Certificate

Keywords

BrandQ1

InnovationQ1

MarketingQ2

PerformanceQ3

Pharmaceutical industryQ1

Abstract

Background and Objectives: Lack of attention to Marketing Innovation for achieving competitive advantage leads to pharmaceutical Brands Performance decline. In this regard, the purpose of the present research was to determine the relationship between Marketing Innovation and market Performance of pharmaceutical Brands. Materials and Methods: In this descriptive study, statistical population included Marketing managers and experts of the top fifteen pharmaceutical companies in 2017. Available sampling method was used and finally, 72 analyzable questionnaires were obtained. The collected data were analyzed using Variance-Based Structural Equation Modeling. Results: The most important findings of the research indicated that there was a significant positive relationship between Marketing Innovation and market Performance in Pharmaceutical industry (β =0. 840, t=14. 768). Otherwise, the data showed that a decrease in Marketing Innovation could ultimately lead to pharmaceutical Brands Performance decline in the market. Also, goodness of fit index equal to 0. 74 indicated that the relationship was desirable and R squared equal to 0. 705 indicated that 70. 5 percent of the variance for market Performance variable was explained by Innovation Marketing variable. Conclusion: It seems that Marketing Innovation to be effective in increasing pharmaceutical Brands Performance. Therefore, it is recommended to pharmaceutical companies’ managers to take an innovative approach in formulation and implementation of Marketing elements in order to grow pharmaceutical Brands Performance and prevent their decline.

Cites

No record.

References

Cite

APA: Copy

Kohyari Haghighat, a., Haghighat, k.k., & Mohammadi Hoseini, s.a.. (2019). Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study. JOURNAL OF RAFSANJAN UNIVERSITY OF MEDICAL SCIENCES AND HEALTH SERVICES, 18(9 ), 909-920. SID. https://sid.ir/paper/71317/en

Vancouver: Copy

Kohyari Haghighat a., Haghighat k.k., Mohammadi Hoseini s.a.. Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study. JOURNAL OF RAFSANJAN UNIVERSITY OF MEDICAL SCIENCES AND HEALTH SERVICES[Internet]. 2019;18(9 ):909-920. Available from: https://sid.ir/paper/71317/en

IEEE: Copy

a. Kohyari Haghighat, k.k. Haghighat, and s.a. Mohammadi Hoseini, “Marketing Innovation and Brand Performance of Superior Pharmaceutical Companies in 2017: A Descriptive Study,” JOURNAL OF RAFSANJAN UNIVERSITY OF MEDICAL SCIENCES AND HEALTH SERVICES, vol. 18, no. 9 , pp. 909–920, 2019, [Online]. Available: https://sid.ir/paper/71317/en

Related Journal Papers