The Strategic Role of Sales Management for Market Access in the Pharmaceutical Sector

In this paper we analyze the evolution of the role of the sales manager and of the sales force in a relational perspective of value creation in business-to-business contexts, included in the sale of prescription drugs, in Italy. The empirical research and the strategic implications are to highlight the importance of the customer-supplier relationship in business to business context and the role of the sales force in managing long-lasting relationships with customers. The work ends with the study of a task force model for easier market access by pharmaceutical companies and an expected value proposition through the sharing of knowledge and the creation of partnerships

The Strategic Role of Sales Management for Market Access in the Pharmaceutical Sector

In this paper we analyze the evolution of the role of the sales manager and of the sales force in a relational perspective of value creation in businessto- business contexts, included in the sale of prescription drugs, in Italy. The empirical research and the strategic implications are to highlight the importance of the customer-supplier relationship in business to business context and the role of the sales force in managing long-lasting relationships with customers. The work ends with the study of a task force model for easier market access by pharmaceutical companies and an expected value proposition through the sharing of knowledge and the creation of partnerships

The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots.

Abstract Chatbots are technological tools equipped with artificial intelligence that allow companies to interact with their consumers. Through their computers or mobile devices, consumers can use this technology to search for information, make purchases or request after-sales services. This study aims to identify the role of attitude toward chatbots and privacy concern in the relationship between attitude toward mobile advertising and behavioral intent to use chatbots. After reviewing the literature, the study proposes a moderated mediation model. Through a survey, the study shows that attitude toward mobile advertising does not have a direct effect on the behavioral intent to use chatbot, but is rather mediated by one’s attitude toward chatbots. In fact, the interactivity is unidirectional in the case of mobile advertising (from the company to the consumer), but bidirectional in the case of chatbots (in which consumers have an active role in communication). In line with these assumptions, the data analysis shows that internet privacy concerns only negatively moderate the relationship between attitude toward chatbots and behavioral intent to use this technology. These results can be useful for companies and researchers in terms of developing and testing new digital marketing strategies. The paper concludes with a discussion of the results’ theoretical and managerial implications

The influence of negative travel-related experience on tourist’s brand loyalty

Perceptions of negative events related to service disruptions, negative consumer associations with other brand users, or business activities not in line with consumer ethical standards can lead consumers to abandon and change a brand. Focusing on a low-cost airline company, the study analyses how negative events can affect brand loyalty by considering the mediating effect of consumers’ psychological charac- teristics in terms of difficulty in choosing between alternatives (choice difficulty) and tendency to switch brands (brand switcher). The paper tests two hypotheses by administering a structured questionnaire to a sample of 260 tourists and shows that: (1) brand switcher negatively mediates the relationship between negative events and brand loyalty; (2) choice difficulty positively mediates the relationship between negative events and brand loyalty. The findings carry theoretical and managerial im- plications and confirms the value of communication strategies in increasing brand loyalty

Perceived social welfare as a driver of green products consumption: Evidences from an integrated multi-trophic aquaculture production

This study investigated consumers' perceptions of green products derived from a circular economy production, by shedding light on the role of perceived social welfare. Furthermore, the paper considered two moderators: perceptual variables on green products and psychological variables on the environment. The analysis was performed in the aquaculture sector—specifically referring to Integrated Multi-Trophic Aquaculture (IMTA) production as a research setting. Respondents received a structured questionnaire containing scales that measured perceived social welfare, environmentalism, green product's perception (in terms of price, quality and usefulness), purchase intention, and word-of-mouth. The results revealed an inverse relationship between perceived social welfare and the behavioral variables. Consumers were more attracted to and focused on the green product's usefulness than its price and quality. Moreover, the study found that environmentalism (in terms of environmental concern and perceived consumer effectiveness) moderate the effect of perceived social welfare on dependent variables. By exploring the role of perceived social welfare as a regressor, this study improves our understanding of consumers' behavior toward green products

La vendita relazionale nell'impresa farmaceutica a supporto del Market Access

In this work we analyze the evolution of the role of sales manager and sales force in a relational perspective of value creation in business to business contexts, especially related to the sale of prescription drugs. Empirical research and the strategic implication allow us to highlight the importance of the customer-supplier relationship, especially in business to business contexts and the role of the sales force in managing long-term relationships with customers. The work ends with the study of a model of task force for an easier access to the market by the pharmaceutical companies and the expected value of a proposition through the sharing of knowledge and the creation of partnerships

ANALISI DELLE PERFORMANCE DISTRIBUTIVE. UN'INDAGINE EMPIRICA SULLA DEALER SATISFACTION

Starting from the studies on the value of relational capital and the importance accorded to the satisfaction of customer loyalty in the process, the objective of this research is to analyze the relationships between an industrial and commercial customers through the study of satisfaction distributors is recognized as an antecedent of trust and loyalty intentional perspective, both as a dependent variable, ie as a result of a process of building a lasting relationship between buyers and sellers. The theoretical construct will be confirmed in the empirical analysis on dealer satisfaction of a multinational in the field of light quadricycles. The discussion of results and major strategic implications will allow us to confirm the importance of dealer satisfaction as an indicator of customer-based performance evaluation for an industrial distribution which, in the process of channel management, needs to monitor the competitive results at the distribution level in order to improve the actions of trade marketing and as result of the competitive advantages on the intermediate market and on the final one