Brekke, Kurt R.; Holmås, Tor Helge; Straume, Odd Rune - 2012
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 … producer and retail level. In the empirical analysis, we find a strong relationship between the margins of brand-names and …
