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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Kleber Cavalcante de Sousa, Fernanda Cristina Barbosa Pereira Queiroz, Hélio Roberto Hékis, Jamerson Viegas Queiróz, Marciano Furukava
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DOI:10.17265/1537-1514/2013.09.008
Affiliation(s)
Kleber Cavalcante de Sousa, Master in Production Engineering, Production Engineering Department, Universidade Federal do Rio Grande do Norte.
Fernanda Cristina Barbosa Pereira Queiroz, Ph.D., Professor, Production Engineering Department, Universidade Federal do Rio Grande do Norte.
Hélio Roberto Hékis, Ph.D., Professor, Production Engineering Department, Universidade Federal do Rio Grande do Norte.
Jamerson Viegas Queiróz, Ph.D., Professor, Production Engineering Department, Universidade Federal do Rio Grande do Norte.
Marciano Furukava, Ph.D., Professor, Production Engineering Department, Universidade Federal do Rio Grande do Norte.
ABSTRACT
The pharmaceutical industry is one of the most promising markets in the world. It is highly competitive, complex and requires huge investments in research, development, production, marketing, and sale of pharmaceutical products. One of the main strategies of the pharmaceutical industry is the promotion of its products for the medical fraternity through a drug sales representative, essential for the acceptance and prescription of your brand. This study identifies the essential drug promoter skills to competitiveness and the success of these organizations. Data were collected through semi-structured individual interviews and resulting 46 competences mentioned as the most important by own sales representatives. The research points to the need for new methods of empowerment, essential to the competitiveness of sales representatives, considering that these competences contribute to the strategies of establish industry.
KEYWORDS
competences, competitiveness, pharmaceutical representatives, pharmaceutical industry
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