Branded response to generic entry : detailing beyond the patent cliff
Year of publication: |
2024
|
---|---|
Authors: | Hariharan, Vijay Ganesh ; Landsman, Vardit ; Stremersch, Stefan |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 2014002-2. - Vol. 41.2024, 3, p. 567-588
|
Subject: | Detailing | Generics | Patent expiry | Pharmaceutical marketing | Sales force allocation | Patent | Generika | Generic drugs | Pharmaindustrie | Pharmaceutical industry | Markenartikel | Brand | Arzneimittel | Pharmaceuticals | Markteintritt | Market entry | Arzneimittelmarkt | Pharmaceutical market | Patentrecht | Patent law |
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