Precia Pharma: Promoting Ethical Sales Practices
(7 pages of text)
Precia Pharma Private Limited was considered one of the fastest growing companies in the highly competitive Indian pharmaceutical industry. An email from the company’s star performing executive in March 2017, highlighting sales pressures and unethical practices in the industry, forced the managing director to face the reality of how the ills plaguing the pharmaceutical sector might affect his company. He wondered what he must do to maintain the company’s ethical code of conduct while striving for a healthy balance between ambitious targets and good selling practices. The case explores the strategies of the company for managing the different ethical issues in a pharmaceutical setting.
The case explores the strategies of the company for managing the different ethical issues in a pharmaceutical setting. It gives students an opportunity to deliberate on the importance of ethics in sales management in an industry characterized by fierce competition and ethically questionable practices. It is designed for an MBA-level marketing course in a segment on ethics in marketing or for a sales management course to analyze ethics in selling. It can also be used to introduce the basic concepts of pharmaceutical selling and is suitable for a leadership course on ethical business conduct. After completing the case, students should be able to do the following:
- understand the role of sales representatives in the pharmaceutical industry;
- discuss the various practices followed in the industry; and
- understand the importance of ethics in sales management.
Health Care Services
India, Medium, 2017
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