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Dag, Emine Busra (2024) Bio-innovation and Business Development; Sustainable Competitive Advantage in the Pharmaceutical Industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
Aim: The research aims to analyze how bio-innovation can help the pharmaceutical industry sustain its competitive advantage while considering the integration of sustainable business models and changes in consumer preferences that will have an impact on innovation and ethics.
Method: This research was conducted using primary quantitative data obtained through a structured survey questionnaire given to 138 respondents. The questionnaire had demographic, targeted questions in context with medication usage, preference towards innovation, and perception towards sustainability in the pharmaceutical sector. The collected data was analyzed for trends, preferences, and potential strategies to be taken up by pharmaceutical companies for an increase in competitive positioning via bio-innovation and sustainable practices.
Findings: Existence of strong consumer demand for effective and innovative products; the R&D area is the most important one to invest in if a company wants to be competitive. While brand trust and sustainability ranked, environmental and ethical considerations were lower in the hierarchy of what is valued. While brand trust and sustainability ranked, environmental and ethical considerations were lower in this hierarchy of values. According to the results, bio-innovation provides an important contribution to gaining and maintaining market leadership in the development of new products. In addition, the green or eco-friendly connotations associated with bio-innovation may significantly improve the reputation of corporations and consumer trust again, providing a ground for long-term success in the drug industry.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McCabe, Thomas UNSPECIFIED |
| Uncontrolled Keywords: | Bio-innovation; sustainability; competitive advantage; pharmaceutical industry |
| Subjects: | R Medicine > RS Pharmacy and materia medica H Social Sciences > Economics > Business H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition > Competitive Advantage |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 09:59 |
| Last Modified: | 11 Aug 2025 09:59 |
| URI: | https://norma.ncirl.ie/id/eprint/8472 |
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