Article
An Exploratory Study to Improve Sales Operations When Selling Multiple Prescription Drugs
Journal of Supply Chain and Operations Management
(2011)
Abstract
This paper explores the importance of integrating knowledge with quantitative modeling process to improve sales operations in multiple product selling situations in the pharmaceutical industry. A knowledge-based approach is proposed to minimize challenges in detailing multiple products to physicians who are more and more difficult accessing in recent years. The performance of this new approach is compared against the traditional approach via actual implementation by the firm that is sponsoring the research. Results based on three months of implementation indicate that the knowledge-based approach performs significantly better with increasing the number of responsive physicians by 71% and profit by 9%.
Disciplines
Publication Date
2011
Publisher Statement
Copyright © 2011 California State University - Production and Operations Management (CSU-POM).
Citation Information
John C. Yi, Ming Zhou and Taeho Park. "An Exploratory Study to Improve Sales Operations When Selling Multiple Prescription Drugs" Journal of Supply Chain and Operations Management Vol. 9 Iss. 1 (2011) p. 43 - 57 ISSN: 2167-7115 Available at: http://works.bepress.com/taeho_park/27/