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SERVITIZACIÓN Y CO-OPETICIÓN EN LA DISTRIBUCIÓN FARMACÉUTICA: ¿VUELTA A LOS ORÍGENES?
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Feb 17, 2016
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Esta investigación analiza la evolución de la distribución farmacéutica en las últimas décadas así como el papel de la servitización en un mercado en continuo cambio y liderado por grandes actores. Se ha realizado un análisis empírico en distribuidores de España y Portugal que ha permitido la identificación de un catálogo de servicios que actualmente se ofrecen en el sector. Se ha realizado un análisis comparativo de las empresas en virtud de la actual prestación de servicios, de los niveles de implementación de servicios de valor añadido, de las principales razones de lanzamiento de los servicios así como los niveles de co-opetición. Se han encontrado algunas diferencias entre ambos países en relación a los niveles de servicio así como a los motivos de implementación de servicios de valor añadido. Entre los mayores hallazgos cabe destacar la tendencia de los distribuidores de desarrollar en el futuro servicios básicos con la intención de desarrollar ventaja competitiva y fidelidad en sus clientes. Esto despierta cierta inquietud en la medida en que pueda ser interpretado como estrategia de baja diferenciación de “vuelta a los orígenes” que pueda no ser consistente con una competitividad a largo plazo.
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Ruizalba Robledo, J., Soares, A., & Morales, J. (2016). SERVITIZACIÓN Y CO-OPETICIÓN EN LA DISTRIBUCIÓN FARMACÉUTICA: ¿VUELTA A LOS ORÍGENES?. UCJC Business and Society Review (formerly Known As Universia Business Review), (49). Recuperado a partir de https://journals.ucjc.edu/ubr/article/view/1725
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Producción, Innovación y Tecnología
Citas
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Baines, T. and Lightfoot, H., Smart, P. and Fletcher, S. (2013b). "Servitization of manufacture". Journal of Manufacturing Technology Management, 24 (4), 637-646.
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Brax, S. (2005). “Manufacturer becoming service provider: Challenges and a Paradox”. Managing Service Quality,15 (2), 142-155.
Correa, H.L., Ellram, L.M., Scavarda, A.J. and Cooper, M.C. (2007). “An operations management view of the service and goods mix”. International Journal of Operations & Production Management, 27 (5), 444-463.
European commission (2014). “Commission Staff Working Document Pharmaceutical Industry: A Strategic Sector for the European Economy”. Retrieved from http://www.farmaindustria.es/web/wp-content/uploads/sites/2/2014/09/Commission-Working-Document-Industrial-Renaissance-The-Pharmaceutical-Sector.pdf
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Gounaris, S. (2008). “The notion of internal market orientation and employee job satisfaction: some preliminary evidence”. Journal of Services Marketing, 22 (1), 68-90.
Grönroos, C. (1990). “Service Management and Marketing”. Lexington, Mass: Lexington Books.
Kowalkoski, C., Kindström, D. (2013, May). “Servitization in manufacturing firms: a business model perspective”. Paper presented at The Spring Servitization Conference, Birmingham, UK.
Lings, I.N., (2004). “Internal market orientation: constructs and consequences”. Journal of Business Research, 57 (4), 405-413.
Martin-Peña, M.L, Díaz-Garrido, E. (2008). “A taxonomy of manufacturing strategies in Spanish companies”. International Journal of Operations & Production Management. Vol.28. No.5. pp. 455-477.
Martinez, V., Bastl, M., Kingston, J. and Evans, S. (2010). “Challenges in transforming manufacturing organisations into product-service providers”. Journal of Manufacturing Technology Management, 21 (4), 449-469.
Mathieu, V. (2001a). “Product services: from a service supporting the product to service supporting the client”. Journal of Business & Industrial Marketing, 16 (1), 39-58.
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Mena, C., Humphries, A., and Wilding, R. (2009). "A comparison of inter‐ and intra‐organizational relationships: Two case studies from UK food and drink industry". International Journal of Physical Distribution & Logistics Management, 39 (9), 762-784.
Nalebuff, B. and Brandenburger, A. (2002). “Co-opetition”. London: Profile Books.
Oliva, R. and Kallenberg, R. (2003). “Managing the transition from products to services”. International Journal of service Industry Management, 14 (2), 1-10.
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Ruizalba, J.L; Bermúdez, G.; Rodríguez, M. y Blanca, M.J. (2014). “Internal Market Orientation: an empirical research in hotel sector”. International Journal of Hospitality Management, 38, 11- 19.
Ruizalba, J.L., Soares A., Morales. J. (2015, May). “Servitization and co-opetition in the pharmaceutical industry”. Paper presented at The Spring Servitization Conference 2015. Servitization: the theory and impact. Birmingham, UK.
Rust, R.T. & Chung, T.S. (2006). "Marketing Models of Service and Relationships". Marketing Science, 25 (6), 560-580.
Schiavone, F. and Simoni, M. (2011). “An experience-based view of co-opetition in R&D networks”. European Journal of Innovation Management, 14 (2), 136-154.
Soares, A., Soltani, E. and Liao, Y. (2012). "The influence of inter-firm relationships on Supply Chain Quality Management: A Survey of UK firms". International Journal of Global Management Studies Professional, 4 (2), 17-32.
Vandermerwe, S. and Rada, J. (1988). “Servitization of business: adding value by adding services”. European Management Journal, 6 (4), 314-324.
Vendrell-Herrero, F., Bustinza O., Arias, D. (2014). “El papel de los recursos intangibles bajo la lógica dominante de la gestión de los servicios”. Intangible Capital, 10 (2), 213-218.
Wu, Z., Choi, T.Y. and Rungtusanatham, M.J. (2010). “Supplier-supplier relationships in buyer-supplier-supplier triads: Implications for supplier performance”. Journal of Operations Management, 28 (2), 115-123.
Youngdahl, W. and Loomba, A. (2000). "Service‐driven global supply chains". International Journal of Service Industry Management, 11 (4), 329-347.
Baines, T. and Lightfoot, H. (2013). “Made to serve”. Chichester: Wiley.
Baines, T. and Lightfoot, H. (2013a). "Servitization of the manufacturing firm". International Journal of Operations & Production Management, 34 (1), 2 - 35.
Baines, T. and Lightfoot, H., Smart, P. and Fletcher, S. (2013b). "Servitization of manufacture". Journal of Manufacturing Technology Management, 24 (4), 637-646.
Baines, TS, Lightfoot, HW, Benedettini, O & Kay, JM (2009). “The servitization of manufacturing: a review of literature and reflection on future challenges”. Journal of Manufacturing Technology Management, 20 (5), 547-567.
Brax, S. (2005). “Manufacturer becoming service provider: Challenges and a Paradox”. Managing Service Quality,15 (2), 142-155.
Correa, H.L., Ellram, L.M., Scavarda, A.J. and Cooper, M.C. (2007). “An operations management view of the service and goods mix”. International Journal of Operations & Production Management, 27 (5), 444-463.
European commission (2014). “Commission Staff Working Document Pharmaceutical Industry: A Strategic Sector for the European Economy”. Retrieved from http://www.farmaindustria.es/web/wp-content/uploads/sites/2/2014/09/Commission-Working-Document-Industrial-Renaissance-The-Pharmaceutical-Sector.pdf
Fedifar (2014). “Análisis sectorial de la distribución farmacéutica en España”. Retrieved from http://www.actasanitaria.com/fileset/file__54804_INF_FEDIFAR_3313071637261161020.pdf.
Frías Jamilena, D. M. (2001). “Distribución farmacéutica - Evolución y situación actual”. Distribución y Consumo, Septiembre-Octubre 2001, 66.
Gaspar, S. and Bustinza, O. (2014). “Proceso de servitización en la industria editorial: El papel de los nuevos modelos de negocio”. Intangible Capital, 10 (2), 219-238.
Gebauer, H. and Friedli, T. (2005). “Behavioural implications of the transition process from products to services”. Journal of Business & Industrial Marketing, 20 (2), 70-80.
Gebauer, H., Friedli, T. and Fleisch, E. (2006). “Success factors for achieving high service revenues in manufacturing companies”. Benchmarking: An International Journal, 13 (3), 374-386.
Gounaris, S. (2008). “The notion of internal market orientation and employee job satisfaction: some preliminary evidence”. Journal of Services Marketing, 22 (1), 68-90.
Grönroos, C. (1990). “Service Management and Marketing”. Lexington, Mass: Lexington Books.
Kowalkoski, C., Kindström, D. (2013, May). “Servitization in manufacturing firms: a business model perspective”. Paper presented at The Spring Servitization Conference, Birmingham, UK.
Lings, I.N., (2004). “Internal market orientation: constructs and consequences”. Journal of Business Research, 57 (4), 405-413.
Martin-Peña, M.L, Díaz-Garrido, E. (2008). “A taxonomy of manufacturing strategies in Spanish companies”. International Journal of Operations & Production Management. Vol.28. No.5. pp. 455-477.
Martinez, V., Bastl, M., Kingston, J. and Evans, S. (2010). “Challenges in transforming manufacturing organisations into product-service providers”. Journal of Manufacturing Technology Management, 21 (4), 449-469.
Mathieu, V. (2001a). “Product services: from a service supporting the product to service supporting the client”. Journal of Business & Industrial Marketing, 16 (1), 39-58.
Mathieu, V. (2001b). “Service strategies within the manufacturing sector: benefits, costs and partnership”. International Journal of Service Industry Management, 12 (5), 451-475.
Mena, C., Humphries, A., and Wilding, R. (2009). "A comparison of inter‐ and intra‐organizational relationships: Two case studies from UK food and drink industry". International Journal of Physical Distribution & Logistics Management, 39 (9), 762-784.
Nalebuff, B. and Brandenburger, A. (2002). “Co-opetition”. London: Profile Books.
Oliva, R. and Kallenberg, R. (2003). “Managing the transition from products to services”. International Journal of service Industry Management, 14 (2), 1-10.
Rodrigues, V., Ribeiro, T., Silva, S. and Vasconcelos, H. (2005). “A situação concorrencial no sector das farmacias: Relatório Final”. Retrieved from http://www.concorrencia.pt/SiteCollectionDocuments/Estudos_e_Publicacoes/Outros/03_Farmacias_Final_2005.pdf.
Ruizalba, J.L; Bermúdez, G.; Rodríguez, M. y Blanca, M.J. (2014). “Internal Market Orientation: an empirical research in hotel sector”. International Journal of Hospitality Management, 38, 11- 19.
Ruizalba, J.L., Soares A., Morales. J. (2015, May). “Servitization and co-opetition in the pharmaceutical industry”. Paper presented at The Spring Servitization Conference 2015. Servitization: the theory and impact. Birmingham, UK.
Rust, R.T. & Chung, T.S. (2006). "Marketing Models of Service and Relationships". Marketing Science, 25 (6), 560-580.
Schiavone, F. and Simoni, M. (2011). “An experience-based view of co-opetition in R&D networks”. European Journal of Innovation Management, 14 (2), 136-154.
Soares, A., Soltani, E. and Liao, Y. (2012). "The influence of inter-firm relationships on Supply Chain Quality Management: A Survey of UK firms". International Journal of Global Management Studies Professional, 4 (2), 17-32.
Vandermerwe, S. and Rada, J. (1988). “Servitization of business: adding value by adding services”. European Management Journal, 6 (4), 314-324.
Vendrell-Herrero, F., Bustinza O., Arias, D. (2014). “El papel de los recursos intangibles bajo la lógica dominante de la gestión de los servicios”. Intangible Capital, 10 (2), 213-218.
Wu, Z., Choi, T.Y. and Rungtusanatham, M.J. (2010). “Supplier-supplier relationships in buyer-supplier-supplier triads: Implications for supplier performance”. Journal of Operations Management, 28 (2), 115-123.
Youngdahl, W. and Loomba, A. (2000). "Service‐driven global supply chains". International Journal of Service Industry Management, 11 (4), 329-347.