The marketing of pharmaceuticals: standardization or customization?

Abstract

Discusses the relative merits of standardized and customized marketing strategies for organizations operating in international markets. Suggests that the suitability of either strategy is heavily dependent on market and environmental conditions. Reports on an examination of the characteristics of the pharmaceutical industry and the extent to which the marketing environment favours standardization. Presents empirical evidence of the extent to which marketing is standardized and suggests that the link between market characteristics and the degree of standardization is weak.