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A DECISION MODEL FOR PHARMACEUTICAL MARKETING AND A CASE STUDY IN TURKEY

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dc.contributor.authorsToker, Didem; Tozan, Hakan; Vayvay, Ozalp
dc.date.accessioned2022-03-14T10:55:24Z
dc.date.accessioned2026-01-10T16:52:07Z
dc.date.available2022-03-14T10:55:24Z
dc.date.issued2013-01
dc.description.abstractThe choice of the appropriate product for the portfolio of a pharmaceutical company in terms of its strategy and long term commercial value is a sophisticated multi-criteria decision problem in pharma economics. This paper provides a systematic method for licensing in pharma industry and proposes a Fuzzy AHP based decision model for the decision makers in pharmaceutical industry to assess potentials of different products for license-in that may be proper for their portfolio. An application of the proposed model is also performed for a pharmaceutical company in Turkey.
dc.identifier.doi10.1080/1331677X.2013.11517592
dc.identifier.eissn1848-9664
dc.identifier.issn1331-677X
dc.identifier.urihttps://hdl.handle.net/11424/245474
dc.identifier.wosWOS:000325302200008
dc.language.isoeng
dc.publisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
dc.relation.ispartofECONOMIC RESEARCH-EKONOMSKA ISTRAZIVANJA
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectMarketing
dc.subjectDecision making
dc.subjectPharma industry
dc.subjectANALYTIC HIERARCHY PROCESS
dc.subjectSUPPORT-SYSTEM
dc.subjectFUZZY AHP
dc.subjectSELECTION
dc.titleA DECISION MODEL FOR PHARMACEUTICAL MARKETING AND A CASE STUDY IN TURKEY
dc.typearticle
dspace.entity.typePublication
oaire.citation.endPage114
oaire.citation.issue1
oaire.citation.startPage101
oaire.citation.titleECONOMIC RESEARCH-EKONOMSKA ISTRAZIVANJA
oaire.citation.volume26

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