Private Label: o potencial impacto no mercado de medicamentos no Brasil
The objective of this article is to discuss how the release of private labels would change the dynamics of the industry with the eventual concentration of the retailer’s power in the medicines market. To this end, important theoretical aspects will be raised, based, for example,...
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| Format: | Article |
| Language: | Portuguese |
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Universidade Presbiteriana Mackenzie
2024-07-01
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| Series: | Revista de Economia Mackenzie |
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| Online Access: | https://editorarevistas.mackenzie.br/index.php/rem/article/view/16865/12677 |
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| author | Ronaldo Raemy Rangel Luan Vinicius Bernardelli Paulo Rogério Alves Brene |
| author_facet | Ronaldo Raemy Rangel Luan Vinicius Bernardelli Paulo Rogério Alves Brene |
| author_sort | Ronaldo Raemy Rangel |
| collection | DOAJ |
| description | The objective of this article is to discuss how the release of private labels would change the dynamics of the industry with the eventual concentration of the retailer’s power in the medicines market. To this end, important theoretical aspects will be raised, based, for example, on Michael Porter’s theory (Five Competitive Forces and Value Chain). As a result of the study, private labels can obtain more favourable contractual conditions from manufacturers, increasing their market shares to the detriment of the competition and the consumer themselves. Although the study presents important elements for the discussion, it is necessary to expand the discussion regarding the link between private brands and abusive purchasing power, the trends observed, in the cases analysed, justify the concern with probable anti-competitive effects, especially in the market Brazilian medicines. |
| format | Article |
| id | doaj-art-92dd260ecca04f04ab39a249e66d4d59 |
| institution | Kabale University |
| issn | 1678-5002 1808-2785 |
| language | Portuguese |
| publishDate | 2024-07-01 |
| publisher | Universidade Presbiteriana Mackenzie |
| record_format | Article |
| series | Revista de Economia Mackenzie |
| spelling | doaj-art-92dd260ecca04f04ab39a249e66d4d592025-02-10T18:03:50ZporUniversidade Presbiteriana MackenzieRevista de Economia Mackenzie1678-50021808-27852024-07-01212405710.5935/1808-2785/rem.v21n2p.40-57Private Label: o potencial impacto no mercado de medicamentos no BrasilRonaldo Raemy Rangel0https://orcid.org/0000-0003-0195-0481Luan Vinicius Bernardelli1https://orcid.org/0000-0003-1410-2318Paulo Rogério Alves Brene2https://orcid.org/0000-0002-7096-8282Pontifícia Universidade Católica de Minas Gerais (PUC Minas)Universidade Federal de Goiás (UFG)Universidade Estadual do Norte do Paraná (Uenp)The objective of this article is to discuss how the release of private labels would change the dynamics of the industry with the eventual concentration of the retailer’s power in the medicines market. To this end, important theoretical aspects will be raised, based, for example, on Michael Porter’s theory (Five Competitive Forces and Value Chain). As a result of the study, private labels can obtain more favourable contractual conditions from manufacturers, increasing their market shares to the detriment of the competition and the consumer themselves. Although the study presents important elements for the discussion, it is necessary to expand the discussion regarding the link between private brands and abusive purchasing power, the trends observed, in the cases analysed, justify the concern with probable anti-competitive effects, especially in the market Brazilian medicines.https://editorarevistas.mackenzie.br/index.php/rem/article/view/16865/12677pharmaceutical industryprivate labelretailvalue chaincompetition |
| spellingShingle | Ronaldo Raemy Rangel Luan Vinicius Bernardelli Paulo Rogério Alves Brene Private Label: o potencial impacto no mercado de medicamentos no Brasil Revista de Economia Mackenzie pharmaceutical industry private label retail value chain competition |
| title | Private Label: o potencial impacto no mercado de medicamentos no Brasil |
| title_full | Private Label: o potencial impacto no mercado de medicamentos no Brasil |
| title_fullStr | Private Label: o potencial impacto no mercado de medicamentos no Brasil |
| title_full_unstemmed | Private Label: o potencial impacto no mercado de medicamentos no Brasil |
| title_short | Private Label: o potencial impacto no mercado de medicamentos no Brasil |
| title_sort | private label o potencial impacto no mercado de medicamentos no brasil |
| topic | pharmaceutical industry private label retail value chain competition |
| url | https://editorarevistas.mackenzie.br/index.php/rem/article/view/16865/12677 |
| work_keys_str_mv | AT ronaldoraemyrangel privatelabelopotencialimpactonomercadodemedicamentosnobrasil AT luanviniciusbernardelli privatelabelopotencialimpactonomercadodemedicamentosnobrasil AT paulorogerioalvesbrene privatelabelopotencialimpactonomercadodemedicamentosnobrasil |