aimed, we must understand what consists rationality. In the second part of Summa Theologiae, Aquinas explains that reason in comprised of two powers: the cognitive and the appetitive. The cognitive power of reason refers to the intellect. This power enables us to know, understand and apprehend the goodness a thing has. The appetitive power is the will. This power responds to the intellect’s judgment of what is good or choice worthy. Aquinas holds the superiority of the intellect over the will. The first
make timely decisions. Therefore management often seeks answers through marketing research in the shortest time possible and, moreover, at minimum cost. On such occasions its methods tend to be less theoretically rigorous and its analysis more superficial. The market research brief Marketing research can be concerned with any of a variety of aspects of the market: the product, sales, buyer behaviour, promotion, distribution, pricing, packaging, etc. Since the researcher cannot investigate everything
pharmaceutical industry is characterised by a highly risky and lengthy R&D process, intense competition for intellectual property, stringent government regulation and powerful purchaser pressures. How has this unusual picture come about? The origins of the modern pharmaceutical industry can be traced to the late nineteenth century, when dyestuffs were found to have antiseptic properties. Penicillin was a major discovery, and during the 1940s and 1950s R&D became firmly 1 ‘IMS Health forecasts 5 to
level of the individual business or division, dealing primarily with the question of competitive position 3 Functional level strategy, which is limited to the actions of specific functions within specific businesses. Expectations, objectives and power The environment Strategic analysis Resources Generation of options Strategic choice Evaluation of options Selection of strategy People and systems Strategic implementation Resource planning Organization structure Figure 1.4 A summary model