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‘Branded Generics’ as a strategy to limit cannibalization of pharmaceutical markets

✍ Scribed by David Reiffen; Michael R. Ward

Publisher: John Wiley and Sons
Year: 2007
Tongue: English
Weight: 241 KB
Volume: 28
Category: Article
ISSN: 0143-6570
DOI: 10.1002/mde.1339

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✦ Synopsis

Abstract

This paper demonstrates how, by introducing a generic version of its previously patented product, a branded firm can influence the equilibrium in the generic segment of the market for the product. This in turn can increase the firm's profits from selling the branded version. We then use structural estimates from previous literature to calculate the magnitude of the effects in the generic and branded segments. Copyright © 2007 John Wiley & Sons, Ltd.

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