HmR
: internationalization strategy for a pharmaceutical intelligence market

  • Manuel Guilherme Cleto Duarte da Costa Ribeiro (Student)

Student thesis: Master's Thesis

Abstract

HmR is dedicated to market research and consulting services in the healthcare area, including the ambulatory and hospital markets, giving privilege to data provided by pharmacies. The company had success and started its internationalization process in 2014 to Spain, Ireland and Germany. As such, hmR wanted to expand the internationalization to other European countries. This study’s objective is to analyse a possible internationalization to Italy by understanding how the Italian Pharmaceutical Intelligence Market is structured, how hmR is positioned to the incumbent companies, and by defining the best strategy and time-to-entry in this country. Through the documents provided by hmR and the interviews made with hmR’s managers it was possible to collect crucial information to conduct the present analysis. Additionally, this analysis was based on several frameworks to comprehend the market in a macro and micro perspective, being possible to conclude that Italy meets all the conditions for hmR to internationalize to this country. Finally, after analysing the internationalization possibilities, it was recommended to hmR to enter in Italy in the following years with a new venture and through adaptation and aggregation to the market.
Date of Award15 Feb 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)

Designation

  • Mestrado em Gestão e Administração de Empresas

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