Marketing Practices in Multinational Pharmaceutical Companies in Indonesia Through the Lens of Virtue Ethics: Fostering the Creation of Competitive Advantage

Abstract

The marketing strategies employed by multinational pharmaceutical corporations in Indonesia are closely associated with ethical dimensions and their ability to enhance competitive advantage within the marketplace. This study aims to formulate a mini-theory through the development of propositions derived from emerging theoretical frameworks. Using a qualitative approach, the research utilizes secondary data obtained from the Wayback Machine, corporate search engines, and various online resources. The study focuses on multinational pharmaceutical companies operating in Indonesia, particularly Eisai Indonesia and Roche Indonesia. The findings indicate that marketing practices supported by ethical considerations play a significant role in strengthening competitive advantage, suggesting that the integration of virtue ethics into marketing strategies can contribute to the sustainable success of multinational pharmaceutical companies.