Leveraging the Integration of Sales Career Cycle with Brand Life Cycle in Indian Pharmaceutical Firms

This working paper confines its scope to performance of National Agricultural Insurance Scheme (NAIS). It examines the progress of NAIS in India and in one selected state, Gujarat. The two dimensions considered are coverage over time and across the states. It is further disaggregated for different seasons. The performance was studied with respect to number of performance indicators, namely, farmers covered, area covered, sum insured, premium collected, subsidy to small farmers, claims made and farmers benefited. The state-wise performance gives the comparative picture of NAIS among the states. Detailed performance was studied for Gujarat. Again the progress was examined over time and among the districts. Though the data shows impressive growth over time it cannot be termed as satisfactory. The coverage of area as well as loanee farmers has been disappointing. The scheme has many flaws. The mandatory aspect has not been appreciated by farmers.

Leveraging the Integration of Sales Career Cycle with Brand Life Cycle in Indian Pharmaceutical Firms

Indian pharmaceutical sector is currently witnessing faster introduction of new drugs, with shorter life cycles, given the intense competition. Often, pharma companies fail to strategically align their sales force with brands to gain the competitive edge. Personal selling literature too is silent on this front. This study for the first time, suggests a new conceptual framework to align sales career cycle (SCC) stages with brand life cycle (BLC) stages of the drugs for more effective selling to physicians. Through a series of propositions, the study highlights the relevance of sales career cycle stage in influencing physicians for increasing prescriptions and the alignment of sales efforts at various SCC stages with the brand life cycle. Pharmaceutical companies would stand to gain from this study by profiling the medical representatives based on SCC stages and allotting them the drug in the appropriate BLC stage. [W.P. No. 2010-07-01]Indian pharmaceutical sector, new drugs,life cycles,pharma companies, strategically align, Pharmaceutical companies, Pharmaceutical companies