Symposia & Conferences
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Item The Impact of Promotional Strategies of Pharmaceutical Companies on Doctor’s Recommendation of Branded Drugs: An Empirical Study on Pharmaceutical Industry in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Punchibandara, M. M. T.The study was focused on selected promotional strategies such as medical detailing, providing scientific materials, Sponsorships, continuous medical education programs (CME), and sponsoring clinical meetings conducted by the pharmaceutical companies in order to get recommendations of their products. As a sample, 150 doctors from Colombo, Kandy and Galle, were interviewed with a structured questionnaire. Both descriptive and inferential statistics methods were used to analyze the data. Correlation analysis and multiple regressions were used to test the relationship among the independent and dependent variables. The statistical analysis revealed that there is a significant influence of promotional strategies used by pharmaceutical companies on the recommendation of branded drugs by doctors. Further, it was found that each promotional strategy has different degree of impact on recommendation of branded drugs. Detailing and sampling have significant impact but it is relatively low compared to other factors like continuous meetings, scientific materials and CME.Item Employer Branding and its Impact on Developing Sales Force Commitment in Pharmaceutical Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayawardene, M.U.; Wanninayake, W.M.C.B.In today’s fast-changing business environment it is crucial for an organization to possess a highly qualified and motivated workforce in order to keep up with the fast pace of the market. The demand of competent personnel is increasing steadily, in particular for key-positions which require in-depth knowledge and expertise. However most of industries face big challenge to retain their employees within their organizations for long periods. The performances of pharmaceutical companies mainly depend on their Salesforce and it was noted that most of sales persons frequently change their companies and show low commitment towards their organizations. With the aforesaid background the present study is focused on assessing the impact of employer branding strategies on sales force commitment in pharmaceutical industry in Sri Lanka. As per the empirical nature of the study, proposed research has been designed as a quantitative study based on deductive approach. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, based on government reports, journals, articles, and publications of pharmaceutical industry. Primary data will be collected based on the survey among medical representatives, field managers and field coordinators who are working in registered pharmaceutical companies in Sri Lanka. All medical representatives, field managers and field coordinators of the pharmaceutical companies will be taken as target population, out of them 200 medical representatives, field managers and field coordinators will be taken as sample, proposed sample method is Random Sampling. The research instrument will be a self-administrated questionnaire. Data will be analyzed based on frequencies, percentages and descriptive statistical while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study will be helped to design employer branding strategies for improving the organizational commitment among Salesforce of pharmaceutical companies in Sri Lanka.Item Analysis of the Impact of Lean Manufacturing Practices on the Operational Performance of Pharmaceutical Manufacturing Industry(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Ratnajeewa, D.R.; Liyanaarachchi, B.P.T.The objective of this research is to analyze the impact of lean manufacturing practices on the operational performance of pharmaceutical industry. Case study method is used and the operational performance of the manufacturing process before and after implementation of lean manufacturing is measured. Hypothesis testing was done to find out whether there is a significant change before and after implementation of lean manufacturing. Data was collected from the system on wastage and downtime for eleven months including pre-implementation and post-implementation. The t-test was used for analysis and hypothesis was tested at 95% confidence level using SPSS. Findings show that there is a significant improvement between the mean bulk wastage, jar wastage mean value, mean batch change over downtime, mean label reel change over downtime and total mean downtime before lean manufacturing implementation and afterwards (p<0.05). Therefore, it can be concluded that there is a significant improvement of operational performance after implementation of lean manufacturing and further implementation of lean manufacturing practices for other pharmaceutical organizations is recommended.