Análise da transferência de conhecimento e tecnologia no varejo farmacêutico

Abstract

Technology and knowledge are directly linked to the economic development of a segment and the Brazilian pharmaceutical sector, which in 2018 represented the seventh position in the world pharma market, is the sector selected for this research with the purpose of analyzing the elements and resources of knowledge and technology transfer that directly impact the performance of pharmaceutical retail. To this end, an in-depth study of the literature, in databases such as Scopus, Web Science and Science Direct, is explored in order to achieve the proposed objectives. The methodology for classifying this literature was the Methodi Ordinatio, which classifies the most relevant articles for a study. The literature summarized elements for the composition of a semi-structured survey, which identified five areas for analysis: internal resources; segment relationships; market strategies; laboratory relationships and people. The survey was applied to professionals in the field and the results show the main gaps found in these areas, related to the process of transferring knowledge and technology between agents, the resources used, among other elements. The paper presents the area with the greatest deficiency, namely the relationship with laboratories, and the considerations for the other areas. The research makes a social and business contribution, with a clear vision of the areas for action and the search for better performance in pharmaceutical retail.