title: Transformation of marketing practices on the pharmaceutical market in Russia: New challenges and opportunities
metadata.name: dc.contributor.author
metadata.value: Oborevich, A. A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Tretyak, O. A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2024-09-27T11:46:26Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2024-09-27T11:46:26Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2024-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Oborevich A. A., Tretyak O. A. 2024. Transformation of marketing practices on the pharmaceutical market in Russia: New challenges and opportunities. Russian Management Journal 22 (2): 223–252. https://doi.org/10.21638/spbu18.2024.204 (In Russian)
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2024.204
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/47588
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Purpose: to search and systematize the directions of marketing practices transformation in
  the situation of restrictions on the Russian pharmaceutical market based on the revised dynamic
  “marketing mix” approach. Methodology: the empirical part of the study is designed according
  to the conceptual model which was built at the stage of academic literature and consulting
  reports analysis. The methodology rests on the dynamics of marketing tools transformation
  caused by shock changes in the external environment. The main research method is in-depth
  interviews with representatives of 11 pharmaceutical manufacturing companies: directors/heads
  of marketing departments and related business units, leading marketing specialists with, on
  average, 12 years of work experience in the pharmaceutical industry. Findings: based on the
  empirical research results, there was recorded the initial reaction of experts to market changes,
  as well as there were identified the following directions of marketing practices transformation:
  the key changes on the pharmaceutical market in the context of the ESG agenda, the impact
  of the COVID-19 pandemic, and the strengthening of international sanctions in 2022; the main
  shifts in the transformation of the key players’ roles; the directions of changes of the marketing
  complex — “marketing mix”. Originality and contribution: the study comprehensively reveals
  the transformations in marketing management functions on the Russian pharmaceutical market
  with the emphasis on the commercial segment taking into account three “drivers” in the context
  of critical points of change (milestones): the ESG agenda, COVID-19 and the increased pressure
  of sanctions since 2022. From a theoretical point of view, the paper contributes to the theory
  of the evolutionary development of marketing in the context of “driving forces” (milestones or
  events that have greatly changed the landscape of marketing functioning). From the practical
  side, the study can serve as support for top managers of companies to make decisions how to
  improve marketing practices during the drastic environmental changes.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This article is an output of a research project implemented as part of the Basic Research Program at the
  National Research University Higher School of Economics (HSE University).
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Volume 22; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: pharmaceutical market
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing practices
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: transformation of marketing practices
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: ESG agenda
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: COVID-19 pandemic
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: economic sanctions
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing mix
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Transformation of marketing practices on the pharmaceutical market in Russia: New challenges and opportunities
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 04.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/47588/1/04.pdf
resources.format: Adobe PDF
resources.size: 1,86 MB