DEVELOPING THE CONCEPTUAL MODEL TO STUDY VALUE DISCIPLINE, ORGANISATION PERFORMANCE AND COMPETITIVE ADVANTAGE IN PHARMACEUTICAL COMPANIES

Abstract Various researches have been conducted to analyze the importance of market strategies and their relationship with different dimensions. However, it is essential to evaluate these values and relationships in the context of pharmaceutical organizations, which has emerged out as a strong business organization in health sector. Moreover, there is a need to identify these influences on obesity-management products that form an important product line of pharmaceutical market. Therefore, this research utilizes a secondary qualitative research method through which numerous works of renowned scholars have been taken into account. The findings indicate that there is a confound influence of value disciplines in regulating competitive advantage and organizational performance of pharmaceutical obesity-management products. Nonetheless, these research findings are limited due to its research designs and data collection source.