What drives biopharmaceutical-CRO alliances? Digitalisation?

Monique Moore, Tim Mazzarol, Sophie Reboud, Delwyn Clark, Geoff Soutar

Research output: Chapter in Book/Conference paperConference paperpeer-review


Literature on biopharmaceutical (biopharma) firms engaging contract research organisations (CROs) is scarce. This is despite business to business (B2B) alliances being a well-established field in marketing and industry reports predicting CRO industry will rise to $54.7 billion by 2025 (Grand View Research 2019). A systematic literature review (SLR) was undertaken to examine the relationship between biopharma firms and CROs. This revealed that literature is still captivated by new product development (NPD) and clinical trials. Opportunity to the biopharma-CRO relationship from broader strategic perspectives including how digital marketing influences CRO partner selection is proposed. From a practical implication standpoint, such findings hope to inspire academic scholarship, policy makers and practitioners to view commericalisation more holistically, as a process where NPD runs simultaneously to strategic management, marketing and fund-raising imperatives.
Original languageEnglish
Title of host publication2019 ANZMAC Conference Proceedings
EditorsJames E Richard, Djavlonbek Kadirov
Place of PublicationWellington
PublisherAustralia and New Zealand Marketing Academy Conference
Publication statusPublished - Mar 2020
EventAustralia and New Zealand Marketing Academy Conference 2019: Winds of Change - Wellington, New Zealand
Duration: 2 Dec 20194 Dec 2019


ConferenceAustralia and New Zealand Marketing Academy Conference 2019
Country/TerritoryNew Zealand
Internet address


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