Prescribers’ opinions to identify competitive groups: a comparative analysis in the pharmaceutical industry

2020

A firm must identify its key competitors (those that belong to the same competitive group), especially when operating in highly competitive industries, such as drug products. Experts who prescribe products to the final consumer play a crucial role in identifying the key competitors of a firm. In this context, the present paper aimed to determine if significant differences exist between two groups of prescribers (commercial and social) regarding the competitive structure that both groups identify using subjective information obtained through (i) categorization methods and (ii) evaluation methods.A sample of 104 prescribers related to the sale of cosmetic pharmaceuticals was interviewed (53 c…