ВЛИЯНИЕ ГОСУДАРСТВЕННЫХ ИНСТИТУЦИОНАЛЬНЫХ НОРМ НА УПРАВЛЕНИЕ АССОРТИМЕНТНОЙ ПОЛИТИКОЙ ОРГАНИЗАЦИЙ ОПТОВОЙ ТОРГОВЛИ ЛЕКАРСТВЕННЫМИ СРЕДСТВАМИ

Abstract

Introduction. Continuous analysis of regulatory norms and their implementation is a significant factor that affects the efficiency of the wholesale segment of the pharmaceutical market in the dynamically evolving legal field. Aim. Summarize and analyze state institutional norms that affect the processes of managing the assortment policy of drug wholesalers in the modern pharmaceutical market. Material and Methods. The object of the study was the regulatory legal acts that influence the formation and management of the assortment policy in the wholesale segment of the pharmaceutical market. In the course of the work, methods of documentary observation and comparison, content analysis of legislative acts and regulatory legal documents were used. Results and discussion. It was revealed that the formation of the medicinal assortment is significantly influenced by institutional norms that determine the procedure for the circulation of medicines (state regulation of maximum selling prices, preferential provision of medicines for decreed groups of citizens, and others). It has been established that institutional norms, on the one hand, provide a guaranteed demand for pharmaceutical products of a reduced range, and on the other hand, limit profits due to state regulation of selling prices. However, the share of goods of this assortment does not exceed 15-20% in terms of the number of inventory units and 25% in terms of wholesale sales, which allows us to provide a stable, complete assortment with a high turnover and profitable commercial activity. Conclusion. Thus, state institutional norms have a significant impact on the formation of the product range of Russian pharmaceutical distributors, but this does not undermine the profitability of their economic activities and ensures the social responsibility of the business.