DOES THE PHARMACEUTICAL SALES REPRESENTATIVE'S EXPERIENCE WITH NEW PRODUCT LAUNCHES INFLUENCE HIS OR HER PREFERENCE?

Jenna L. Potokar
North Central College, Naperville, Illinois

Dale Mancini
Antoine Wilson
Saint Leo University, Saint Leo, Florida

ABSTRACT

New product launches are standard throughout the pharmaceutical industry often
creating stressful and tense work environments. Many corporate goals, pressures, and
expectations have led managers to utilize an “authoritarian leadership approach” which may
negatively impact the relational and authentic leadership styles. This leadership approach will be
considered an alternative to generate positive and influential working environments. The purpose
of this study is to investigate whether a pharmaceutical sales representative’s experience with new
product launches will influence his/her preference for three-major variables (authoritative
leadership, independence, and satisfaction with the leader).
Using an active sample of pharmaceutical sales representatives who participated in
recent new product launches within the past two years, and a quantitative analysis, the findings of
this study indicate that pharmaceutical sales’ representatives prefer leaders who allow them to
have the autonomy and independence to make decisions within their roles. Authoritative
leadership was found to have an unfavorable impact that decrease individual creativity.
Participating representatives prefer a less hands-on approach. Micromanagement leadership may
not be an effective approach during a new product launch. Representatives prefer to utilize their
experience, creativity, and have trust from their leadership team to perform at an optimal level.

Keywords: Pharmaceutical industry, product launches, authoritarian approach, micromanagement