observed price differences in the market for prescription drugs. The model also predicts free-riding in DTC advertising …This article studies the pricing and advertising of prescription drugs in a duopoly market. If advertising is banned …, decisions of the prescribing physician are price-sensitive. The emerging market equilibrium is characterized by marginal …

market structure and market size, focusing on the competitive roles of the endogenous sunk costs of advertising and …> <i>ZUSAMMENFASSUNG - (Werbung, FuE und Marktstruktur in der pharmazeutischen Industrie) <br> Jüngere Entwicklungen der … Konzentration und Marktgröße aus. Dabei wird insbesondere der Einfluß endogener versunkener Kosten für Werbung und/oder Forschung …

We investigate whether measures of intangible capital based on advertising and R&D can explain variation in Tobin’s Q …

We study effects of direct-to-consumer advertising (DTCA) in a mar- ket with two pharmaceutical firms providing … reduces the physicians™ market power and thus detailing expenses, while, on the other, it triggers price competition as a … larger share of patients are aware of the alternatives. Secondly, under price regulation DTCA is welfare improving as long as …

We study effects of direct-to-consumer advertising (DTCA) in a market with two pharmaceutical firms providing …, DTCA reduces the physicians’ market power and thus detailing expenses, while, on the other, it triggers price competition … as a larger share of patients are aware of the alternatives. Secondly, under price regulation DTCA is welfare improving …