search query: @author Yeoh, P. / total: 2
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| Author: | Yeoh, P. |
| Title: | Speed to global markets: An empirical prediction of new product success in the ethical pharmaceutical industry |
| Journal: | European Journal of Marketing
1994 : VOL. 28:11, p. 29-49 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT PHARMACEUTICAL INDUSTRY MARKETING |
| Language: | eng |
| Abstract: | Speed of new product introduction is a critical dimension of competition facing many firms in high-tech industries. The dependent variable of interest studied is pharmaceutical firm's ability to develop global new chemical entities (NCEs). The definition of NCEs is "drugs , that are approved in six major industrialized countries within four years of introduction". Using logistic regression, four variables were found to have significant influence on firm's ability to develop global NCEs: technological familiarity, product differentiation, competitive intensity and internal R&D skills. |
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