Document Type

Article

Publication Date

2011

Publication Title

Journal of Supply Chain and Operations Management

Volume

9

Issue Number

1

First Page

43

Last Page

57

Disciplines

Business | Business Administration, Management, and Operations | Operations and Supply Chain Management | Organizational Behavior and Theory

Abstract

This paper explores the importance of integrating knowledge with quantitative modeling process to improve sales operations in multiple product selling situations in the pharmaceutical industry. A knowledge-based approach is proposed to minimize challenges in detailing multiple products to physicians who are more and more difficult accessing in recent years. The performance of this new approach is compared against the traditional approach via actual implementation by the firm that is sponsoring the research. Results based on three months of implementation indicate that the knowledge-based approach performs significantly better with increasing the number of responsive physicians by 71% and profit by 9%.

Download
COinS