Strategic adaptations to price controls: The case of indian drug industry
Venkatakrishna V. Bellur, Radharao Chaganti, Rajeswararao Chaganti, Saraswati P. Singh
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
In developing countries private enterprises, especially foreign firms, are under constant surveillance and a wide range of government controls are imposed on them. Adaptations and changes required in any organization depend to a great extent on the degree of freedom a firm enjoys and its willingness to go through the needed changes. This paper examines the manner in which drug companies in India have explored and utilized their degrees of freedom in response to very complex price regulations—a rather popular form of regulation in India.
Keywords
Corporate Reputation, Brand Image, Price Control, Marketing Cost, Trade Margin
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