Abstract
This paper investigates the changing business environment of the pharmaceutical industry as a result of regional integration. Peggy Chaudhry, Peter Dacin and J. Paul Peter develop specific research propositions on such issues as regulated prices, Pan-European selling tactics, gray markets, and strategic alliances and test these propositions by means of a content analysis of interviews conducted with pharmaceutical managers. In general, the perceptions of the pharmaceutical managers supported the propositions developed for this exploratory research.
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