Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the value of market access

Francesco Schiavone, Michele Simoni · 2019 · Journal of Business and Industrial Marketing

Summary. Two multinational healthcare companies in Italy overcame regulatory barriers to product diffusion by adopting three strategic approaches: conducting educational activities with opinion leaders and patient associations, simulating innovation impacts on the healthcare system, and establishing dedicated market access units. These strategies enabled firms to achieve regulatory compliance while promoting new product adoption in highly regulated markets.

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@article{schiavone-2019-strategic-marketing-approaches-diffusion-innovation,
  title   = {Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the value of market access},
  author  = {Francesco Schiavone and Michele Simoni},
  journal = {Journal of Business and Industrial Marketing},
  year    = {2019},
  doi     = {10.1108/jbim-08-2018-0232},
  url     = {https://doi.org/10.1108/jbim-08-2018-0232}
}

TY  - JOUR
TI  - Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the value of market access
AU  - Francesco Schiavone
AU  - Michele Simoni
JO  - Journal of Business and Industrial Marketing
PY  - 2019
DO  - 10.1108/jbim-08-2018-0232
UR  - https://doi.org/10.1108/jbim-08-2018-0232
ER  - 

Details

DOI

10.1108/jbim-08-2018-0232

Countries

Italy

Regions

Europe

Categories

policy, innovation-networks, general-innovation

Added

2026-04-28