Providing solutions to remove barriers to the development of the Iranian pharmaceutical industry market with a gray analysis approach

Market Development Strategy is a small strategic plan designed to help companies introduce and move new products to the market, increase their existing market share or expand the use of their current products to do new things. The aim of this study was to identify the barriers to the development of Iranian pharmaceutical industry market and the growth of this industry with fuzzy Delphi technique, weighting and prioritizing them using Gray Analysis Hierarchical Process (GAHP). For this purpose, first, by careful reviewing the theoretical foundations and research background, dimensions of barriers to the development of the pharmaceutical industry market were identified and then according to 25 university professors, the native model of barriers to market development of this industry was designed. Then, using experts' opinions and pair comparison matrices and gray analytic hierarchy process method, dimensions are categorized. The results of this study can provide a comprehensive view to senior managers of Iranian pharmaceutical industry in order to remove barriers to market development.