Abstract
This paper discusses how the pharmaceutical distribution sector has evolved in the past decades and the role of servitization in an ever changing market led by big players. An empirical analysis was conducted on Portuguese and Spanish distributors which enabled the identification of a detailed portfolio of services currently offered by the industry. These companies were compared in terms of current service provision, levels of implementation of added-value services, main reasons for implementation and levels of co-opetion within the sector. Some differences between both countries have been found in terms of their level and reasons for the implementation of value adding services. Major findings refer to the tendency of distributors to further develop their base services provision in the future aiming at achieving increased competitive advantage and loyalty. This raises concerns given that it can be interpreted as a “back to basics” strategy of low differentiation which may not be consistent with long term competitiveness.
Publication Date
2016-03-11
Publication Title
Universia Business Review
Volume
2016
Publisher
Universidad Camilo José Cela
ISSN
1698-5117
Embargo Period
2024-11-19
First Page
96
Last Page
115
Recommended Citation
Ruizalba, J., Soares, A., & Morales, J. (2016) 'Servitization and co-opetition in the pharmaceutical distribution: Back to basics? | Servitización y co-opetición en la distribución farmacéutica: ?vuelta a los orígenes?', Universia Business Review, 2016, pp. 96-115. Universidad Camilo José Cela: Retrieved from https://pearl.plymouth.ac.uk/pbs-research/359
