Brekke, Kurt Richard; Holmås, Tor Helge; Straume, Odd Rune - Institutt for samfunnsøkonomi, Norges Handelshøyskole … - 2010
We study the impact of product margins on pharmacies’ incentive to promote generics instead of brand-names. First, we construct a theoretical model where pharmacies can persuade patients with a brand-name prescription to purchase a generic version instead. We show that...