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.
|Title of host publication||ANZMAC 2019 Annual Conference Winds of Change 2-4 December, Wellington|
|Publisher||Australia and New Zealand Marketing Academy Conference|
|Publication status||Accepted/In press - 2020|