Investigating the Potential Transfer of the Efficient-Consumer-Response-Model from the Fast-Moving-Consumer-Goods into Pharmaceutical Wholesale Business in Germany

Fastenrath, Heike (2016) Investigating the Potential Transfer of the Efficient-Consumer-Response-Model from the Fast-Moving-Consumer-Goods into Pharmaceutical Wholesale Business in Germany. PhD thesis, University of Gloucestershire.

[img] Text
Heike Fastenrath s1112021 Final Thesis after approval 28.08.2016_signature_Redacted.pdf
Restricted to Repository staff only until 28 February 2018. (Public release would prejudice commercial interests).
Available under License All Rights Reserved.

Download (2MB)

Abstract

The aim of the research is to evaluate the possibility of transferring the Efficient Consumer Response (ECR) model developed in the Fast Moving Consumer Goods (FMCG) sector into the pharmaceutical sector and to propose an adapted model for the German market. The German pharmaceutical market is consolidating distribution channels and demand power is shifting towards pharmacies (Hofmann, 2013a). The manufacturers` aim for differentiation requires being closer to patients and pharmacists. Therefore, they increasingly do business directly with pharmacies (Insight Health, 2013). Wholesalers are caught between the strong supply power of manufacturers and increasing demand power of pharmacies (Hofmann, 2013b). Exploratory research was undertaken using the case study method to consider how the ECR model from FMCG can be adapted for the pharmaceutical wholesale business. A single case study was considered as different wholesalers would not participate due to their competitive market and because I am an employee of the case company (Celesio AG). The study was conducted in the German subsidiary (GEHE Pharma). Semi structured interviews with key account managers from FMCG and pharmaceutical manufacturers, Celesio AG management board, GEHE Pharma management and retail pharmacists were conducted. Additional data were generated linked to participative observation during manufacturer meetings between GEHE Pharma and pharmaceutical manufacturers, as well as from secondary and internal documentary material. Findings suggest that several similarities between the FMCG market and the pharmaceutical market exist. No aspect was found which would not allow implementing ECR principles into the pharmaceutical market in Germany. The model is adapted according to the research findings. The adjusted model considers that the pharmaceutical market shows more complexity in terms of the market actors. In this market three main participants exist: pharmaceutical manufacturers, pharmaceutical wholesalers and retail pharmacists. Whereas in the FMCG market the ECR model incorporates the relationship directly between FMCG manufacturers and grocery retailers; no wholesaler is considered in that model. Therefore, the adapted model needs some adjustments for the pharmaceutical wholesale market, which are presented in the research. Furthermore, the research delivers evidence that the ECR model is not static and can be adjusted in terms of the number of participants, content and different dimensions in the relationship between different stakeholders and can, therefore, also be implemented in other industries. exist: pharmaceutical manufacturers, pharmaceutical wholesalers and retail pharmacists. Whereas in the FMCG market the ECR model incorporates the relationship directly between FMCG manufacturers and grocery retailers; no wholesaler is considered in that model. Therefore, the adapted model needs some adjustments for the pharmaceutical wholesale market, which are presented in the research. Furthermore, the research delivers evidence that the ECR model is not static and can be adjusted in terms of the number of participants, content and different dimensions in the relationship between different stakeholders and can, therefore, also be implemented in other industries.

Item Type: Thesis (PhD)
Uncontrolled Keywords: Pharmaceutical industry; Pharmaceutical market; Supply chain; Germany
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce > HF5001 Business > HF5419 Wholesale
R Medicine > RS Pharmacy and materia medica
Divisions: Schools and Research Institutes > Business School
Depositing User: Susan Turner
Date Deposited: 15 Mar 2017 12:15
Last Modified: 15 Mar 2017 12:15
URI: http://eprints.glos.ac.uk/id/eprint/4417

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.