نوع مقاله : علمی - پژوهشی
1 دانشجوی دکترای مدیریت بازرگانی دانشگاه علامه طباطبایی
2 دانشیار گروه مدیریت دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی
عنوان مقاله [English]
Studying of issues, problems and factors adversely affecting branding has a great importance in development, success and stability of pharmaceutical brands.Tranditional focus on generation, marketing and sale of generic drugs has led to insufficient activity in branding and consequently professional branding and deprivation of its benefits in Iranian pharmaceutical industry. The purpose of this research is to identify and determine the components with adverse effect on branding and importance, prioritization of them through Delphi technique in two qualitative and quantitative sections. To this end, 53 concepts were categorized in 17 main components through semi-constructed deep interviews with 16 experts of the marketing and branding of pharmaceutical industry and making use of content analysis. Then each component was classified based on its traits in three environmental, structural and behavioral dimensions benefiting from the three-dimensional theory. In addition, prioritization of different damages was realized and designed upon the scholars' view in three rounds of validation and the research final model. According to findings of this research, the most damaging factors lie in the environmental and then structural and behavioral dimensions.