Overview

Original Research

THE OFFENSIVE STRATEGY IN INDONESIA PHARMACEUTICAL MULTINATIONAL COMPANIES

SARI WIJAYANTI 1, JOHN J.O.I IHALAUW 2, Dr. ANTONIUS SURJO ABDI 3, and Dr. LINDA KUSUMA 4.

Vol 18, No 07 ( 2023 )   |  DOI: 10.17605/OSF.IO/9GEUR   |   Author Affiliation: Ph.D. Student, Faculty of Economic and Business, Satya Wacana Christian University, Salatiga, Central Java, Indonesia 1; Professor, Faculty of Economic and Business, Satya Wacana Christian University, Salatiga, Central Java, Indonesia 2; Faculty of Economic and Business, Satya Wacana Christian University, Salatiga, Central Java, Indonesia 3,4.   |   Licensing: CC 4.0   |   Pg no: 885-896   |   Published on: 19-07-2023

Abstract

This study aims to explore the reasons why multinational pharmaceutical companies in Indonesia implement offensive strategies. Data was collected through in-depth interviews with three key informants from three multinational pharmaceutical companies. The results of this study are: (1) The demand for sales targets is the reason why multinational pharmaceutical companies implement offensive strategies, (2) Special conditions, such as the Covid-19 pandemic which requires off-label drugs due to inadequate treatment line standards, are utilized by companies to implement offensive strategies resulting in increased sales, (3) New products require input from opinion leaders before being marketed.

Keywords

Offensive Strategy, Multinational Pharmaceutical Companies