Brand managers in the pharmaceutical industry: are they any different?

Panigyrakis, G.G. and Veloutsou, C. (1999) Brand managers in the pharmaceutical industry: are they any different? Journal of Product and Brand Management, 8(6), pp. 497-512. (doi: 10.1108/10610429910299737)

Abstract

This paper examines the brand managers’ characteristics and their role in the pharmaceutical industry. It identifies the similarities and differences of that role with the role of brand managers working in the fast-moving consumer goods industry. In particular, this study investigates brand managers’ duties, by analysing their perceived involvement in activities relevant to market analysis, planning, implementation, evaluation and training and strategic and tactical decision making. The results proved that brand managers working in various sectors have a co-ordinating role and that their involvement in the strategic decision of their brands is still limited. They also indicated a dissimilarity in the perceived job responsibilities between the two industries.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Panigyrakis, G.G., and Veloutsou, C.
• Subjects: H Social Sciences > HF Commerce
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Product and Brand Management
• Publisher: Emerald
• ISSN: 1061-0421