Selling high price medicine in a price-sensitive market :


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Pharmaceutical Company -- Pakistan, Marketing, Economy

Executive Summary

This thesis would explore on different possibilities and strategies multinational pharmaceutical companies in general and RPL in particular can adopt to sell in research but expensive medicines in a price sensitive out of pocket market like Pakistan. This thesis may provide a new insight to the students of pharmaceutical marketing and would propose new out-of-box solutions of selling pharmaceuticals in Pakistan. Program: EMBA Photocopying is prohibited. To be used within library premises Methodology: Inductive approach was used for this research. Data was collected through interviews and questionnaires. Online questionnaire and hard copy questionnaire was conducted from senior managers of leading local and multinational pharmaceutical companies operating in Pakistan.

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