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We consider a therapeutic market with potentially three pharmaceutical firms. Two of the firms offer horizontally differentiated brand-name drugs. One of the brand-name drugs is a new treatment under patent protection that will be introduced if the profits are sufficient to cover the entry...
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We consider a therapeutic market with potentially three pharmaceutical firms. Two of the firms offer horizontally differentiated brand-name drugs. One of the brand-name drugs is a new treatment under patent protection that will be introduced if the profits are sufficient to cover the entry...
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The effect of price regulation on generic market entry and welfare in the presence of (persuasive) advertising is … analysed. An incumbent has the possibility to invest in advertising targeted at the physician. Advertising creates vertical …
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