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All Journal AKSIOMA : Jurnal Manajemen
Stevi Jimry Poluan
Muria Kudus University
Economics, Econometrics & Finance

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Strategi Pengembangan Produk Untuk Menciptakan Keberlanjutan Pemasaran Pada Perusahaan Farmasi Multinasional Sari Wijayanti; Triana Hasty Kusuma; Stevi Jimry Poluan; Rizka Fatkhin Nisa
AKSIOMA : Jurnal Manajemen Vol 4 No 2 (2025): AKSIOMA : Jurnal Manajemen [Agustus-Januari 2025]
Publisher : Program Studi Manajemen dan Magister Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30822/aksioma.v4i2.4629

Abstract

The purpose of this research is to find out how product development strategies contribute to creating marketing sustainability in multinational pharmaceutical companies. This study was conducted using a qualitative approach (case study) using two key informants, namely a Country Medical Affairs Head and Product Manager from a multinational pharmaceutical company ‘X’ in Indonesia, and conducted in-depth interviews, data triangulation, and secondary data collection. The result of this study is the existence of clinical and commercial development in multinational pharmaceutical companies to create marketing sustainability by emphasizing strategy evaluation and product sustainability.
Co-Authors Rizka Fatkhin Nisa Sari Wijayanti Triana Hasty Kusuma