Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Impacting ethnic marketing practices in the pharmaceutical industry: A qualitative study of transformative African American women leaders
Journal of Cultural Marketing Strategy,
2
(2),
114-123
(2017)
Abstract
The pharmaceutical industry reports itself to be in need of transformation in light of its maturity and complexity. Additionally, marketing practices within healthcare have shifted from mass market approaches to approaches that recognise the value of targeted markets, inclusive of ethnic markets such as the African American market. This qualitative study includes semi-structured interviews with eight African American women mid-level and senior-level leaders in three global pharmaceutical companies. Their experiences are reviewed in the context of the seven tenets that comprise the transformative leadership model, and examples of their impact on ethnic marketing practices within the industry are discussed. Marketing-related activities specifically mentioned include clinical trial recruitment, targeted promotional activities and sales team diversity. This research adds to the body of knowledge relative to ethnic marketing considerations for the pharmaceutical industry and has implications for both scholars and practitioners regarding the importance of diverse and transformative leadership, and marketing practices within the pharmaceutical industry.
Keywords: ethnic marketing, African American, women, pharmaceutical, transformative leadership
The full article is available to subscribers to the journal.
Author's Biography
Yvette Lynne Bonaparte is Assistant Professor of Marketing in the School of Business at North Carolina Central University. She has previously held leadership positions in the areas of brand/product management, global marketing, customer insights and programme management with some of the world’s largest corporations. She has consulted with leading organisations within higher education and the healthcare industry in the areas of strategic marketing, and diversity and inclusion. Dr Bonaparte has a BA in economics from Brandeis University, an MBA from Duke University (Fuqua School of Business) with a concentration in marketing and a PhD in leadership studies from North Carolina A&T State University.
