Brekke, Kurt R. (contributor); Straume, Odd Rune (contributor) - 2008
We analyse how a patent-holding pharmaceutical firm may strategically use advertising of existing drugs to affect R … advertising, we show that such overinvestment incentives are always present, and that more generous patent protection implies that … a larger share of the patent rent is spent on marketing, relative to R&D. -- Marketing ; Research & Development …