Published in «Russian Journal of Entrepreneurship»20 / 2017
DOI: 10.18334/rp.18.20.38389

Problems of implementing the omnichannel approach in pharmaceutical sales in the Russian Federation

Matosyan Vladimir Armenovich, Plekhanov Russian University of Economics, Russia

Проблемы реализации омниканального подхода при продаже лекарственных средств в Российской Федерации - View in Russian

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Abstract:
The article considers some aspects of work of economic entities of retail trade and the possibility of implementing technological solutions that allow to exist and develop in adverse economic conditions. The implementation of omnichannel approach involves the integration of all channels of interaction with the consumer in a unified system. Such practice is quite widely in demand by various organizations. Remote trade, especially through the Internet, is also of interest to the final consumer. There are restrictions for the implementation of the model of omnichannel, conditioned by the norms of the current legislation in the sphere of sale and circulation of pharmaceutical products. In the light of the expected lift of the ban on the use of remote ways of selling medications, the principles of omnichannel will become more and more popular in the activities of retail organizations.

Keywords:

omnichinality, pharmaceutical legislation, retail trade, sale of pharmaceuticals

JEL-Classification: F10, I11, L81

Citation:
Matosyan V.A. (2017). Problems of implementing the omnichannel approach in pharmaceutical sales in the Russian Federation [Problemy realizatsii omnikanalnogo podkhoda pri prodazhe lekarstvennyh sredstv v Rossiyskoy Federatsii]. Russian Journal of Entrepreneurship, 18(20). (in Russian). – doi: 10.18334/rp.18.20.38389.


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Zvereva A.O., Leonova Yu.G. (2016). Omnikanalnye prodazhi v roznichnoy torgovle [Omni-channel sales in retail trade]. Journal of Economy and Entrepreneurship. (6(71)). 324-327. (in Russian).
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