Causal Relationship The Factors Affecting the Implementation of the Global Strategy for Guangdong Pharmaceutical Industry

Jiangshan Lu; Suchart  Prakthayanon; Buraporn Kumboon; Sirachaya  Karawek

doi:10.60027/iarj.2026.e291617

ผู้แต่ง

Jiangshan Lu Bangkokthonburi University, Thailand https://orcid.org/0009-0005-9373-156X
Suchart Prakthayanon Bangkokthonburi University, Thailand https://orcid.org/0009-0003-4859-4119
Buraporn Kumboon Bangkokthonburi University, Thailand https://orcid.org/0009-0009-3425-8134
Sirachaya Karawek Bangkokthonburi University, Thailand https://orcid.org/0009-0005-4428-9189

DOI:

https://doi.org/10.60027/iarj.2026.e291617

คำสำคัญ:

Pharmaceutical Industry, Global Strategy, Product Development, International Market Development, Brand Building

บทคัดย่อ

Background and Aims: The pharmaceutical industry in Guangdong Province faces significant challenges in implementing effective global strategies amid increasing international competition and evolving market dynamics. This study investigates the causal relationships between key factors affecting global strategy implementation in Guangdong's pharmaceutical sector.

Methodology: A mixed-methods approach was employed, combining quantitative analysis through structured questionnaires distributed to 320 representatives from pharmaceutical companies across 21 cities in Guangdong Province, and qualitative insights from in-depth interviews with 15 industry experts. Structural Equation Modeling (SEM) was utilized to examine relationships among variables.

Results: The study confirms significant positive relationships between product development and international market development (β=0.503, p<0.001), product development and brand building (β=0.371, p<0.001), and their collective impact on global strategy implementation. The model demonstrated good fit indices (χ²/df=2.600, RMSEA=0.071, GFI=0.915).

Conclusion: Product development serves as a fundamental driver for global strategy implementation, both directly and indirectly through international market development and brand building. The findings provide valuable insights for pharmaceutical companies in Guangdong Province to enhance their international competitiveness.

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