A Study of Integrating R&D and Marketing Interface in Pharmaceutical Industry

• Main Authors: Hsiao-hwa Lu, 盧曉華
• Other Authors: James C.M. Weng
• Format: Others
• Language: en_US
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/46566031571358245391

碩士 === 國立臺灣大學 === 商學研究所 === 89 === Pharmaceutical industry is a unique industry with tremendous business opportunities and challenges. As changes from health authority, competing pressure within healthcare market, and expectations from shareholders increased, all of these have forced pharmaceutical industry to meet those challenges more rapidly in the new century. Therefore, the demand for new pharmaceutical products is getting more urgent. R&D and marketing are two major tasks in new product development; the coordination between R&D and marketing has close relationship with the success of a new product. A Triple Stream Process has used to examining new product development management, and further evaluating. the interface between R&D and marketing. This research has proposed a modified Triple Stream Process for the new pharmaceutical product development management. Requests from R&D and marketing have also been discussed. A case study has been raised for examining integration between R&D and marketing interface during new product development process. Observed phenomena have been analyzed and possible solutions have been proposed. In summary, successfully executing a product development program includes a good plan, a continuous evaluation system, and an effective organization that brings all members together working for the same goal under a strong culture. Triple Stream Process should serve as the skeleton for the product development on technical level, while organization/culture will serve as the joint to make the firm move smoothly. Both of them are necessary for the success of a new product development.