Strategic Choices for Online Pharmacies in Austria and Germany

By Sepp Puwein-Borkowski

There are indications that the health and pharmaceutical markets in the European Union are in a transitional phase triggered by new regulations, changing socio-economic factors and the advent of new eHealth technologies. The objective of this study is to analyze the strategic options for Austrian and German online pharmacies in this situation. The study starts with an introduction and then analyzing in the literature review the market of Austrian and German online pharmacies using the concepts of Porters (1980) Five Forces and Rumelts (1984) VRIO concept. Based on the findings of the literature review a semi-structured interview with senior managers of Austrian and German online pharmacies was conducted. The Research Design Methodology is described in chapter 3 and the Findings are discussed in chapter 4. The essence of the study is, that there could be three competitive advantages identified for online pharmacies in Austria and Germany: logistics, marketing capabilities and relations to suppliers.

• Language: English
• Publisher: Books on Demand
• Release date: Jun 28, 2017
• ISBN: 9783744855167

Sepp Puwein-Borkowski

Sepp has more than 10 years of sales and business development experience of the IT industry with a strong emphasis on FinTech having previously worked for NCR as a Key Account Manager. His second area of business expertise is the telecommunications and e-commerce industry. Currently Sepp is responsible for new business development and sales in Austria and Germany in the e-commerce and payment service provider client segments at Sepp holds a Bachelors degree in business from the London School of Economics and an MBA from Royal Holloway.

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Strategic Choices for Online Pharmacies in Austria and Germany

Strategic Choices for Online Pharmacies in Austria and Germany

Table of contents

1. Introduction

1.1. Background

2. Literature Review - Basic Analysis of the Austrian and German market for online pharmacies and the eco system of online pharmacies

2.1. The Austrian and German Health eco system

3. Research Design and Methodology

3.1. Research Design

4. Analysis of the Findings and Discussions

4.1. Competitive Advantages of Online Pharmacies in Austria and Germany

4.1.1. Logistic capabilities of online pharmacies as competitive advantage

4.1.2. Marketing capabilities of online pharmacies as competitive advantage

4.1.3. Relations to suppliers as competitive advantage of online pharmacies

5. Conclusion and suggestions

Reference List

Appendix 1 - example interview questions qualitative interview

Appendix 2 - Analysis of the Markets of Online Pharmacies in Austria and Germany

Appendix 3 - Analysis of the competitive advantages as a result of the qualitative interviews using the VRIO framework

Copyright

Strategic Choices for Online Pharmacies in Austria and Germany 

 University of London

MBA in International Management Dissertation

Strategic Choices for Online Pharmacies in Austria and Germany

 Student: Sepp Puwein-Borkowski

Supervisor: Dr. Stephanos Anastasiadis

1st September 2016

Abstract

There are indications that the health and pharmaceutical markets in the European Union are in a transitional phase triggered by new regulations, changing socio-economic factors and the advent of new eHealth technologies. The objective of this study is to analyze the strategic options for Austrian and German online pharmacies in this situation. The study starts with an introduction and then analyzing in the literature review the market of Austrian and German online pharmacies using the concepts of Porter´s (1980) Five Forces and Rumelt´s (1984) VRIO concept. Based on the findings of the literature review a semi-structured interview with senior managers of Austrian and German online pharmacies was conducted. The Research Design Methodology is described in chapter 3 and the Findings are discussed in chapter 4. The essence of the study is, that there could be three competitive advantages identified for online pharmacies in Austria and Germany: logistics, marketing capabilities and relations to suppliers.

Acknowledgements

First I would like to thank my dissertation supervisor Dr. Stephanos Anastasiadis. Dr. Stephanos Anastasiadis always had his virtual door open whenever I had questions regarding to my research or writing. Writing my study under his supervision was a very inspiring and instructive journey for me, while I could not thought of a better guide for this journey then Stephanos.

Secondly I would like to thank my family, especially my wife Jowita, for providing me with support and continuous encouragement throughout my years of study and through the process of researching and writing this thesis.

Thirdly I would like to thank the participants of my semi-structured interviews. Their support of my study was maybe the most precious asset of my study and helped me to understand online pharmacies in deep.

Fourthly I would like to thank my friends, who supported me with advises and suggestions to my study. I would like to thank especially Albert Berger, Hans Schätzle and Christoph von Dellingshausen.

Table of contents

Introduction

1.1. Background

1.2. Problem Discussion

1.3. Purpose and Research Question

1.4. Clarifying of frequent used terms of this study

Literature Review - Basic Analysis of the Austrian and German market for online pharmacies and the eco system of online pharmacies

2.1. The Austrian and German Health eco system

2.2. Online Pharmacies as potential disruptor of the pharmaceutical industry

2.2.1.1. Bargaining power of buyers (consumers)

2.2.1.2. Bargaining power of suppliers

2.2.1.3 Threat of substitute products or services

2.2.1.4. Rivalry among existing competitors

2.2.1.5. Threat of new entrants

2.2.2. Analyzing online pharmacies in Austria and Germany using the concept of Resource Based View

2.2.4. Market overview of the Austrian and German pharmaceutical product market

2.2.4.1. Pharma producers supply approach Direct-to-Pharmacies

2.2.4.2. Pharma producers supply approach Direct-to-consumer

2.2.6. The price structure of pharmaceutical products within the European Union - Impulse for parallel and grey import, and reimport in Austria and Germany?

2.2.7. The demographic change in the European Union

2.2.8. Consumer behavior of the online pharmacy channel and e-commerce

2.2.9. Political dimension of national and European Union regulation policies of the pharmaceutical market

3. Research Design and Methodology

3.1. Research Design

3.2. Research Methodology

4. Analysis of the Findings and Discussions

4.1. Competitive Advantages of Online Pharmacies in Austria and Germany

4.1.1. Logistic capabilities of online pharmacies as competitive advantage

4.1.2. Marketing capabilities of online pharmacies as competitive advantage

4.1.3. Relations to suppliers as competitive advantage of online pharmacies

4.2. Analysis if the competitive advantages of online pharmacies lead to better economic performance

4.3. Factors, which could change the level playing field for online pharmacies in Austria and Germany

4.3.1. Higher service and support level of online pharmacies could lead to increased competition and costs

4.3.2. The advent of eHealth technologies could increase the bargaining power of buyers

4.3.3. Trend to personalized, tailored medicine and 3D printing technologies could shake up the pharmaceutical industry

4.3.4. Changing regulatory environment in the European Union in the pharmaceutical market

4.3.5. Reform of the health system in Austria and Germany could lead to a changed market environment

4.3.6. Development to Direct-to-consumer channel of the pharmaceutical industry could change the Austrian and German pharmaceutical market

5. Conclusion and suggestions

Appendix 1 - example interview questions qualitative interview

Appendix 2 - Analysis of the Markets of Online Pharmacies in Austria and Germany

Appendix 3 - Analysis of the competitive advantages as a result of the qualitative interviews using the VRIO framework

1. Introduction

1.1. Background

This introduction chapter will give the reader a first overview on the subject and further will explain the significance of the topic. In the second chapter a literature review will analyze the Austrian and German online pharmacy market using the concept of Porter´s (1980) Five Forces and Rumelt´s (1984) VRIO Framework. In the third chapter the Research Design and methodology will be described. Subsequently in the fourth chapter the findings of the primary research will be analyzed and discussed. Finally the fifth chapter will conclude this study and suggests further interesting fields of research arising out of the findings of this study.

„The strategy is what unique position we will be able to achieve - what our advantage gonna be at the end of the day.[…] The strategy is about how we gonna be unique, how we gonna have an advantage and how we gonna sustain that advantage over time." - Michael E. Porter (1999)

The Austrian and the German health markets are in transition period