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All Journal ProBank: Jurnal Ekonomi dan Perbankan Journal of Business & Banking Among Makarti SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Yumary: Jurnal Pengabdian kepada Masyarakat Annals of Human Resource Management Research Abdi Makarti Fokus Abdimas Journal of Accounting and Finance Perwira Journal of Economics and Business (PJEB) J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi
Yanuar Surya Putra
Sekolah Tinggi Ilmu Ekonomi AMA Salatiga
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Praktik Pemasaran Pada Perusahaan Farmasi Multinasional Di Indonesia Dalam Bingkai Virtue Ethics Mendorong Terciptanya Keunggulan Kompetitif Wijayanti, Sari; Kusuma, Triana Hasty; Poluan, Stevi Jimry; Nisa, Rizka Fatkhin; Putra, Yanuar Surya
Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): MAGISMA:Jurnal Ilmiah Ekonomi dan Bisnis
Publisher : Magister Manajemen STIE Bank BPD Jateng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35829/magisma.v13i2.561

Abstract

The marketing strategies employed by multinational pharmaceutical corporations in Indonesia are closely related to the ethical dimensions and their capacity to enhance competitiveness within the marketplace. The objective of this research is to formulate a mini-theory concerning the development of propositions derived from emerging theoretical frameworks. The methodology adopted in this investigation was a qualitative approach, utilizing secondary data sourced from way back machine, corporate search engines and online resources. The focal subjects of this inquiry comprise three multinational pharmaceutical entities operating in Indonesia, specifically Eisai Indonesia and Roche Indonesia. The findings of this study culminate in the assertion that marketing practices at multinational pharmaceutical firms, bolstered by ethical considerations, significantly impact competitive advantage.
Co-Authors Ambar Istiyani Ameilia, Deva Anggraini, Intan Ariesta Ariyadi, Dody Bertha Kusuma Wardhani Bertha Kusuma Wardhani, Bertha Kusuma Dwi Aryani Endang Purwanti Fitri Wulandini Hardi Utomo Ika Kurniawati Istiyani, Ambar Kusuma, Triana Hasty Mada Adi Wibowo, Mada Adi Manasikana, Arina Mar'ati, Fudji Sri Maria Entina Puspita Mohammad Triangga Yudith Oktafian Nisa, Rizka Fatkhin Pandi Afandi Pandi Afandi Poluan, Stevi Jimry Puspita, Maria Entina Rianto Rianto Rina Sari Qurniawati, Rina Sari Riyanti, Budi Sari Wijayanti Setiawan, Nicko Kurnia Setya Aji Pratama Sri Pujiasih Uswatun Khasanah Wicaksono, Aditya Rangga Yuliarto Yuliarto