Strategi Pengembangan Produk Untuk Menciptakan Keberlanjutan Pemasaran Pada Perusahaan Farmasi Multinasional

Sari Wijayanti (Muria Kudus University)
Triana Hasty Kusuma (Muria Kudus University)
Stevi Jimry Poluan (Muria Kudus University)
Rizka Fatkhin Nisa (Muria Kudus University)

AKSIOMA : Jurnal Manajemen
Vol 4 No 2 (2025): AKSIOMA : Jurnal Manajemen [Agustus-Januari 2025]

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.