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首页> 外文期刊>International Journal of Pharmaceutical and Healthcare Marketing >Entry barriers in retail pharmacy: a novel model
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Entry barriers in retail pharmacy: a novel model

机译：零售药房的进入壁垒：新模型

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Purpose – Barriers to entry and entry deterrent strategies are widely discussed elements of the strategic literature and help define the attractiveness of an industry. The channel structure of the pharmaceutical industry, in part because of the level of regulation applicable to it, has the potential for idiosyncratic strategic behaviour. The purpose of this paper is to explore the applicability of traditional approaches to entry barriers and entry deterrence in the Australian retail pharmacy industry facing the threat of a major entry by examining the perceptions of incumbent retail pharmacists regarding the strength of potential barriers to entry into the industry, and their likely response to entry. Design/methodology/approach – The paper uses both qualitative and quantitative methodology to categorise potential barriers to entry in terms of their perception by incumbent players. More than 20 in-depth interviews are conducted with a range of stakeholders and 132 retail pharmacists completed questionnaires. Findings – The paper suggests that this industry is relying on barriers which, while arguably effective, are outside the industry's control, and do not justify the apparent complacency among retail pharmacists. Practical implications – This research is of significant managerial relevance since it demonstrates that the incumbents are unprepared for potentially devastating impacts if supermarkets or other new competitors were to enter the market. Originality/value – The authors propose and utilise a novel framework for entry barrier analysis which includes the perceived locus of control for each entry barrier. The contribution of the paper is therefore in its treatment of the traditional arena of entry barriers and deterrence.
机译：目的–进入和阻止进入战略的障碍是战略文献中被广泛讨论的要素，并有助于定义行业的吸引力。制药行业的渠道结构，部分是由于适用于它的法规水平，具有潜在的特殊战略行为。本文的目的是通过研究现有零售药剂师对潜在进入壁垒的强度的看法，探讨传统方法对进入壁垒和进入威慑在面临主要进入威胁的澳大利亚零售药业中的适用性。行业，以及他们对进入市场的反应。设计/方法/方法-本文使用定性和定量方法，根据现有参与者对潜在进入壁垒的感知进行分类。与一系列利益相关者和132位零售药剂师完成的问卷调查进行了20多次深入访谈。调查结果–该论文表明，该行业所依赖的壁垒虽然可以说是有效的，但却在该行业的控制范围之外，并且不能证明零售药剂师的明显自满情绪是合理的。实际意义–这项研究具有重大的管理意义，因为它表明，如果超级市场或其他新的竞争对手要进入市场，现有企业并没有做好应对潜在破坏性影响的准备。原创性/价值–作者提出并利用了新颖的框架来进行进入壁垒分析，其中包括每个进入壁垒的感知控制源。因此，本文的贡献在于处理传统的进入壁垒和威慑领域。

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