Ward, Peter M. and Kynvin, Kate (2015) Consumer-focused supply chains : a cross-case comparison of medicine appeal and acceptance in India, Uganda and Nigeria. Working Paper. Coventry: Warwick Manufacturing Group. WMG Service Systems Research Group Working Paper Series (Number 07/15).

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Abstract

Medicine adherence levels remain frustratingly static at 50% or lower
(Sabaté, 2003). We believe that supply chains can contribute improvements by making appealing and acceptable medicines available to consumers. We use Service-Dominant Logic (Vargo & Lusch, 2004; Vargo & Lusch, 2008) to investigate consumption – the “last yard” of the supply chain – and empirical research performed in India, Uganda and Nigeria to assess how different populations view the formulation and packaging of Oral Rehydration Salts. The results and analysis provide new and actionable insights into medicine appeal and acceptance in the developing world.

Item Type:	Working or Discussion Paper (Working Paper)
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Science > WMG (Formerly the Warwick Manufacturing Group)
Library of Congress Subject Headings (LCSH):	Business logistics, Product design, Consumer behavior, User interfaces (Computer systems)
Series Name:	WMG Service Systems Research Group Working Paper Series
Publisher:	Warwick Manufacturing Group
Place of Publication:	Coventry
ISSN:	2049-4297
Official Date:	April 2015
Dates:	Date Event April 2015 Available
Number:	Number 07/15
Number of Pages:	16
Institution:	University of Warwick
Status:	Not Peer Reviewed
Publication Status:	Published
Funder:	Norsk utviklingshjelp [Norwegian Agency for International Development‏] (NORAD), Bill & Melinda Gates Foundation, Ikea Foundation

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