2011•Health Marketing QuarterlyRequires access

Jordanian Pharmaceutical Companies: Are Their Marketing Efforts Paying Off?

Mustafa S. Al-Shaikh, Ivonne M. Torres, Miguel Ángel Zúñiga, Ayman Ghunaim

Abstract

The pharmaceuticals industry is one of the main industries in Jordan. Jordanian pharmaceuticals rank third in the export industry of this country. This study aims to examine the strengths that Jordanian pharmaceutical companies have, which, in turn, form their competitiveness base. In addition, this study aims to identify their weaknesses and the effects of marketing their products in the local market. What is the relationship between Jordanian pharmaceutical product quality, price and value, and the competitiveness of pharmaceutical companies in the local market? Our study aims to answer this and other questions. Our results and practical implications are discussed.

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Key concepts: Business, Pharmaceutical industry, Marketing, Quality (philosophy), Product (mathematics), Strengths and weaknesses, Value (mathematics), Rank (graph theory)