R&D management in the pharma industry: the strategic role of CROs

Purpose of the paper: This paper proposes a framework based on the concept of value-in-use generation for both stakeholders and companies. From a managerial perspective, value-in-use offers a useful tool to define strategies in the context of growing demand for corporate behaviours that demonstrate awareness and respect for the needs of all individuals. Methodology: Theoretical paper. Findings: The paper contributes to management studies by introducing a fresh insight on strategic analysis and through the concept of integrated value-in-use proposes an alternative model to interpret reality, which integrates the perspectives of management and marketing. Research limits: The main limits of this paper are its theoretical nature and lack of empirical research. Practical implications: This paper contributes to managerial practices by proposing a framework to support strategic analysis and positioning choices within markets and networks. Originality of the paper: This paper contributes to the debate on business strategy by providing the innovative concept of “integrated value-in-use” as a criterion for business choices, especially strategic ones.