THE ASSOCIATIVISM AS A STRATEGY TO FACE UP A COMPETITIVE MARKET: A CASE STUDY OF SMALL PHARMACEUTICAL COMPANIES

Article Spanish; Castilian OPEN
Saavedra García, María Luisa; Paúl Molina, Fernando; Bernal Domínguez, Deyanira;
(2014)

The objective of this research is to demonstrate the existence of a real need on the part of pharmaceutical companies to partner with in order to obtain trade and financial advantages resulting from joint purchasing and coordination of marketing activities. The methodol... View more