Abstract

LIMAS SUAREZ, Sonia Janneth. THE PHARMACEUTICAL SECTOR IN TUNJA (BOYACÁ, COLOMBIA) AS AN AXIS OF STRATEGIC DEVELOPMENT. A LOCAL PERSPECTIVE. Innovar [online]. 2018, vol.28, n.69, pp.149-173. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v28n69.71733.

The pharmaceutical sector is strategic for the Colombian economy since it generates productivity, competitiveness and economic development. Although this is recognized, there is limited academic production about the sector, especially at the regional and local levels. This situation encouraged the development of a business diagnosis of retail pharmaceutical establishments (pharmacies-drugstores and drugstores) in the city of Tunja (Boyacá, Colombia), from the perspective of strategic management. For this purpose, a quantitative empirical approach under the descriptive method is used. Strategic management, as business/sector diagnostic tool, reflects the internal and external situation of the studied sector, as well as its strategic position. Results show a high strategic positioning of the pharmaceutical sector, which allows its continuous consolidation and strengthening. Our findings indicate that new strategies and a proposal for improvement are required for boosting the competitiveness of this sector in the region.

Clasificación JEL: M10, L20, L10.

Keywords : Strategic management; retail pharmaceutical establishment; strategic position.

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