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B2B rather than B2C to Meet Customer Demands in the Pharmaceutical Retail Industry

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Author

Summary, in English

An increased use of the Internet has created new business opportunities. The development of e-commerce has, however, been crippled by a limited understanding of logistics and customer needs. This paper sets out to highlight those issues in pharmaceutical retail where added services should be created through e-commerce. The research is based upon a case study covering the pharmaceutical system in Sweden. The findings of this study support the idea of creating a B2B solution addressing health-care sector actors rather than a B2C solution addressing end customers. The change into a B2B solution will affect several actors involved in the customer process, where the flow of information among these actors will be one crucial component in the creation of a sustainable B2B system. The paper concludes by suggesting a model for a B2B solution that will fulfil end customers’ needs as well as address concerns about information handling.

Publishing year

2002

Language

English

Publication/Series

ISL Conference Proceedings 2002

Document type

Conference paper

Topic

  • Other Mechanical Engineering

Keywords

  • B2B
  • B2C
  • customer segmentation
  • e-commerce pharmaceuticals
  • packaging logistics

Conference name

8th Logistics Research Network (LRN) Conference, 2002

Conference date

2002-09-03 - 2002-09-04

Conference place

Birmingham, United Kingdom

Status

Published