Strategic Alternatives for Traditional Pharmacists

New entrants to the prescription drug retailing market threaten the traditional forms of pharmaceutical retailers, the chains and the independents. If these firms are to survive, they must adapt to their changing environment. Environmental Management is a strategic approac a suggesting that firms can adapt by changing the environment in which they operate, instead of merely reacting to it. The marketing implications of eight strategic management actions, based on this principle, are applied to the pharmaceutical retailing situation. These are: Competitive Aggression, Public Relations/Voluntary Action, Dependence Development, LegalPolitical Action, Co-optation, Contracting, Coalition, and Domain Selection.