Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/10251
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dc.contributor.authorSingh, Ramendra
dc.date.accessioned2008-11-11T06:43:21Z
dc.date.available2008-11-11T06:43:21Z
dc.date.copyright2008
dc.date.issued2008-11T06:43:21Z
dc.identifier.citationSingh, R. (2008). Network Connectedness of Pharmaceutical Sales Rep (FLE) - Physician Dyad and Physician Prescription Behaviour: A Conceptual Model. Journal of Medical Marketing, 8(3), 257-68.en
dc.identifier.urihttp://hdl.handle.net/11718/10251
dc.descriptionJournal of Medical Marketing, Vol. 8, No. 3, (2008), pp. 257 - 68en
dc.description.abstractInfluencing physician prescription behaviour has always proven elusive for pharma companies. This is especially so in these changing times when physicians are tightly pressed for time to spare on attending to sales calls from pharma sales reps. Previous studies have examined physician prescription behaviour (PPB) as an impact of detailing activities of pharma salespersons (FLEs) and marketing mix variables deployed, with little emphasis on the network connectedness aspects of the physician-salesperson dyad, and its impact on the PPB. This paper aims to fill this gap. From a business networks perspective, a new conceptual model is proposed that incorporates three aspects of network connectedness — resource transferability, activity complementarity and actor relationship generalisability – as antecedents of PPB. The moderating effect of FLEs' role ambiguity, which is a key intervening variable affecting sales performance, is also examined. The suggested propositions highlight the importance for pharma companies to leverage resources, bring complementarity in promotional activities and capitalise on the positive word-of-mouth references of physicians to increase the effectiveness of their salesforce in influencing physicians.en
dc.language.isoenen
dc.publisherJournal of Medical Marketingen
dc.subjectNetwork Connectednessen
dc.subjectPhysician Prescription Behaviouren
dc.subjectPharmaceutical Sales Repen
dc.titleNetwork connectedness of pharmaceutical sales rep (FLE) - physician dyad and physician prescription behaviour: a conceptual modelen
dc.typeArticleen
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