Marketing, roles

As pharmacy continues to evolve, marketings role grows in importance. Since articulation of the concept of pharmaceutical care (Hepler and Strand, 1990), many innovative pharmacy services have been described and implemented, ranging from... 

Gradually, health benefits have attracted financial interest and a market role for omega-3 concentrates was seen in U.S. foods. A leader in this field was Roche Vitamins, Inc., of Parsippany, NJ, soon to be acquired by the DSM company of the... 

WARDENBURG—MARKETING ROLE OF ADVERTISING IN CHEMICAL INDUSTRY... 

Shenson, H. 1. 1990. The Contract and Fee-Setting Guide for Consultants and Contractors. New York John Wiley Sons. Although published in 1990, most of the material is still relevant. It provides sample copies of proposals, interim reports, and final reports, and illustrates the marketing role of the proposal. The book is of practical help to the independent consultant. 

The demise of the United States dominant lead-market role... 

Each group is not necessarily uni-dimensional because each collects a multitude of sub-factors that could be unrelated or even contrasting. These sub-factors are detailed in the following section. The section shows that the lead factors of national markets depend on the economic, social, political, cultural and ecological systems of a nation. In section 3.3.3. I briefly address the influence of a nation s systems on its lead market role. Figure 3-9 depicts the determinants of the complete lead market system. Like the determinants in Porter s diamond, the lead factors interact with each other and with other factors. The relationships between the lead market factors are discussed in section 3.3.1. 

Figure 3-9 includes some of the other factors that are not lead markets factors, but either support the lead market factors or they are the result of the lead market role of a market. For instance, supporting and related industries that are internationally competitive can support the export advantage and therefore the lead nuir-ket role of a country in an industry. Factor endowments such as physical resourc es and availability of capital can influence the lead market factors such as the factor price advantage. The availability of financial resources, sources of technical and market knowledge, can support the lead market factors, but they are mainly considered a result of the early adoption of an innovation by a market. In section 33 in particular I address the question of how national technical superiority is related to the lead market role of countries. Finally, chance is a determinant of many processes in the economy. As mentioned above (2.4), in models of technical choice under externalities historical accidents are considered mainly responsible for the outcome. Chance controls a basic invention based on serendipity (inven-tions-by-chance) and oil price shocks, war and political shifts. It can be expected that chance may play a role in the lead market processes as well. The lead market system is therefore not a deterministic theory. However, this thesis is predominantly about nation-specific attributes or national success factors that support the lead market function of a country as well. In this chapter I will describe these nation-specific lead factors. 

There are several additional issues concerning lead markets that shall be discussed in this section. It is obvious that not only the term but also the reasoning of lead markets is related to Eric von Hippel s lead user theory. In this section I will discuss the important differences between lead users and lead markets. Second, I will address the relationship between pioneer advantages and lead markets. Thiid, there is the question of the persistence of lead markets. Does the lead market role shift from country to country over time and why Hitherto I have discussed lead markets as countries. One could ask, whether regions within countries or transnational regions can be lead markets as well. 

The endogenous side of the model is the lead market potential. The lead market potential is the ability of a county to shape the global dominant design by its domestic preferences and market conditions. The country with the largest lead market potential is expected to become the lead market. The lead market potential is a true latent variable because the lead market potential of countries that finally follow the country that has the largest lead market potential is not observable. The empirical model of the international diffusion of an innovation is that one market leads and all others follow suit. In the lead market theory there is no further distinction within countries that follow, whether they follow earlier or later. There are probably determinants for fast and slow followers but these are not investigated in this thesis. Therefore observation of the exogenous variable would be 1 for the lead market and 0 for all countries that follow. This observation pattern makes it impossible to estimate the influence of the lead market factors on the lead market role of countries unless a sufficient number of ex post lead market cases have been... 

Research and technology policies are mostly concerned with the allocation of public research funds to private and public institutions, and with research topics and technological fields. A possible approach in a lead-lag market environment is to support the industry or the technological fields in which a country context facilitates an international lead market role without a government s manoeuvring. Instead of asking how their country can become a lead market in a potentially... 

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