Varatharajan, Abirami and Bridson, Kerrie 2002, The importance of retail strategy for pharmacies, in Proceedings of the Australian and New Zealand Marketing Academy Conference, Deakin University, Melbourne, Vic., pp. 2091-2097.
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Proceedings of the Australian and New Zealand Marketing Academy Conference
Shaw, Robin N. Adam, Stewart McDonald, Health
Place of publication
Limited academic research has focused on the retail management of pharmacies since prior studies have primarily addressed the professional service aspect of pharmacy operations. Particularly absent is the investigation of a pharmacist’s retail strategy and its relationship with non-prescription pharmacy performance. Moreover, this paper postulates that a pharmacy’s natural abilities in the form of organisational characteristics, resources and capabilities are important antecedents to the development of a retail strategy. We propose that the retail strategy and pharmacy performance relationship, which is the focus of this paper, does not operate in isolation and critical organisational antecedents are an influencing factor.
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