Vinicius Claudino Bica, Vera Lúcia Milani Martins, Mauricio Raymundo Belleza, Fernando Henrique Lermen and Márcia Elisa Soares Echeveste
This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise.
Abstract
Purpose
This study aims to identify the appropriate combination of attributes that must be present to deliver value in a new product for a pharmaceutical enterprise.
Design/methodology/approach
The application object was the Metronidazole analytical standard, using choice experiments to product attributes and price.
Findings
The practical results indicate that consumer value anticipation allows entry into the market with higher competitiveness.
Originality/value
Conceptually, it uses a value delivery approach, generally applied to large companies, in a case aimed at enterprises. In practice, for the enterprise studied, the value anticipation by the consumer allows entry into the market with higher competitiveness.