A decision model for pharmaceutical marketing and a case study in Turkey

Abstract

The choice of the appropriate product for the portfolio of a pharmaceutical company in terms of its strategy and long term commercial value is a sophisticated multi-criteria decision problem in pharma economics. This paper provides a systematic method for licensing in pharma industry and proposes a Fuzzy AHP based decision model for the decision makers in pharmaceutical industry to assess potentials of different products for license-in that may be proper for their portfolio. An application of the proposed model is also performed for a pharmaceutical company in Turkey. Copyright © 2013 Juraj Dobrila University of Pula, Department for Economics and Tourism "Dr. Mijo Mirković".