Estrategias tácticas para mejorar las dinámicas comerciales de la industria farmacéutica en Colombia
The objective of this research was to formulate tactical strategies to improve the commercial dynamics of the pharmaceutical industry in Colombia. For this, a descriptive qualitative study was carried out using the documentary review and the Regional Map of Opportunities (MARO) of the Productive Col...
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| Main Authors: | , |
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| Format: | Trabajo de grado (Pregrado y/o Especialización) |
| Language: | spa |
| Published: |
Universidad Antonio Nariño
2023
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| Subjects: | |
| Online Access: | http://repositorio.uan.edu.co/handle/123456789/7526 |
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| Summary: | The objective of this research was to formulate tactical strategies to improve the
commercial dynamics of the pharmaceutical industry in Colombia. For this, a descriptive
qualitative study was carried out using the documentary review and the Regional Map of
Opportunities (MARO) of the Productive Colombia program of the Ministry of Commerce,
Industry and Tourism.
It was concluded that the pharmaceutical industry is complex and competitive that
requires a constant process of research and development (R&D) and therefore, investment to
develop and produce new drugs or manufacture existing ones whose economic structure is
constituted by the triad: consumer, entities providing health services and entities in charge of
mitigating the expenses and costs that are generated in the care of said services.
On the other hand, given the diversity of markets that are part of the industry,
governments should tend to strengthen the commercial dynamics (imports and exports) seeking
to meet the needs of the population but also obtaining profits and income as part of the socioeconomic development for which should tend, that in the case of Colombia, in the last five years
(2017 - 2021) there have been more imports (42.9%) than exports (9.2%) that have been made,
establishing a wide difference of 33.7%. For this reason, a series of tactical strategies were
formulated aimed at strengthening and improving said panorama in terms of exports, taking
advantage of the potential that the country has in the different subsectors that comprise it. |
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