Mind-Set and Market Segmentation in the Pharmaceutical Industry: An Assessment of Practice in the UK

Abstract

ABSTRACTThis paper describes an empirical study of market segmentation practice in the pharmaceutical industry. It finds that, by comparison with best practice observed both in other sectors and within the industry, most firms have been slow to adopt approaches that are known to be effective. Although practical explanations for this are cited, this research indicates that the real reasons that pharmaceutical firms are slow to develop such strategically important competencies lie in the industry mind-set and culture.