Contaduría Pública · 2022
Estrategias tácticas para mejorar las dinámicas comerciales de la industria farmacéutica en Colombia
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Resumen
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.