Strategi Pengembangan Produk Untuk Menciptakan Keberlanjutan Pemasaran Pada Perusahaan Farmasi Multinasional
DOI:
https://doi.org/10.30822/aksioma.v4i2.4629
Kata Kunci:
Pengembangan Produk; Perusahaan Farmasi Multinasional; Keberlanjutan PemasaranAbstrak
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pengembangan produk untuk menciptakan keberlanjutan pemasaran pada perusahaan farmasi multinasional. Studi ini dilakukan dengan pendekatan kualitatif (studi kasus) dengan menggunakan dua informan kunci yaitu seorang Country Medical Affairs Head dan Product Manager dari sebuah perusahaan farmasi multinasional ‘X’ di Indonesia dan dilakukan wawancara secara mendalam, triangulasi data serta pengumpulan data sekunder. Hasil dari penelitian ini adalah adanya pengembangan klinis dan komersial pada perusahaan farmasi multinasional untuk menciptakan keberlanjutan pemasaran dengan menitikberatkan pada evaluasi strategi dan keberlanjutan produk.
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