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B2B rather than B2C to Meet Customer Demands in the Pharmaceutical Retail Industry

By Annika Olsson and Fredrik Orremo


An increased use of the Internet has created new business opportunities. The development of e-commerce has, however, been crippled by a limited understanding of logistics and customer needs. This paper sets out to highlight those issues in pharmaceutical retail where added services should be created through e-commerce. The research is based upon a case study covering the pharmaceutical system in Sweden. The findings of this study support the idea of creating a B2B solution addressing health-care sector actors rather than a B2C solution addressing end customers. The change into a B2B solution will affect several actors involved in the customer process, where the flow of information among these actors will be one crucial component in the creation of a sustainable B2B system. The paper concludes by suggesting a model for a B2B solution that will fulfil end customers’ needs as well as address concerns about information handling

Topics: Other Mechanical Engineering, B2B, B2C, customer segmentation, e-commerce pharmaceuticals, packaging logistics
Year: 2002
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