Regulatory architecture as strategic constraint: How pharmaceutical marketing operates within a single-variable framework:evidence from a mixed-methods study at a French subsidiary of a global pharmaceutical company, updated with sector-wide evidence (2020–2025)
Journal of Generic Medicines: The Business Journal for the Generic Medicines Sector
Published online on June 08, 2026
Abstract
Journal of Generic Medicines, Ahead of Print.
BackgroundClassical marketing theory posits that firms compete across four strategic variables — Product, Price, Place, and Promotion (the 4P framework). The pharmaceutical sector presents a structurally distinct case: a heavily regulated environment in ...
BackgroundClassical marketing theory posits that firms compete across four strategic variables — Product, Price, Place, and Promotion (the 4P framework). The pharmaceutical sector presents a structurally distinct case: a heavily regulated environment in ...