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Sales and Marketing » Strategic Alliances » Identifying and Selecting Partners » Strategic Fit
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The ability of two companies to integrate themselves into a working alliance ultimately drives the success of a co-promotion effort. This is especially true in the pharmaceutical industry, where companies are inherently very competitive. By gaining greater understanding of the critical success factors of co-promotions, pharmaceutical companies can work towards beneficial long-term relationships with partners. This three-page document details how pharmaceutical companies can develop and improve their own co-promotion system, increasing both strategic and tactical returns, including increased sales.