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All Journal Among Makarti Journal of Islamic Pharmacy JURNAL FARMASIMED (JFM) Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Kesehatan Tambusai Tropical Health and Medical Research Journal Jurnal Ilmiah Kampus Mengajar Abdi Makarti Jurnal Pengabdian Bukit Pengharapan
Sari Wijayanti
Jurusan Teknologi Hasil Pertanian, FTP, Univesrsitas Jember
Religion Humanities Biochemistry, Genetics & Molecular Biology Chemistry Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Medicine & Pharmacology Nursing Public Health Social Sciences Other

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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 Ahmad Kailani, Ahmad Aisya Maulidia Amanda, Cindy Septiana Azizah, Shafira Aisyah Dhani Wijaya, Dhani Ida Untari Kusuma, Triana Hasty Mustamin, Faizal Nisa, Rizka Fathkin Nisa, Rizka Fatkhin Noviani, Doris Novita Wulandari Novrianti, Irma Poluan, Stevi Jimry Rafidiyah, Dina Regita Rahman, Dian suparman, anisa Suranto Syuhada Tamrin, Muhammad Husni Ubrusun, Jufri Yanuar Surya Putra