𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Naming businesses: names as drivers of brand value

✍ Scribed by Alserhan, Baker Ahmad; Alserhan, Zeid Ahmad

Book ID
125837394
Publisher
Emerald Group Publishing Limited
Year
2012
Tongue
English
Weight
86 KB
Volume
22
Category
Article
ISSN
1059-5422

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## Abstract The objective of this paper is to provide two‐stage game models explaining the β€˜Generic Competition Paradox’ that demonstrates an increase of brand‐name drug price in response to generic entry. Under the assumption that there are two groups of consumers who are segmented by their insura