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In response to the intensive use of antibiotics since their discovery in the 1930s, bacteria increasingly have evolved resistance to these critical medications. Because of this evolutionary process, antibiotics have an unusual characteristic that gives rise to a negative externality: Current use...
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opportunities available to pharmaceutical firms confronted with the loss of patent protection on their branded drug. The marketing … dimensions of product innovation, pricing and brand equity options are considered together with exclusivity options available … manner to extend the market advantages and earnings levels of the original pharmaceutical compound innovation. Areas of …
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