We analyze how a manufacturer with a brand-name drug close to patent expiration decides to launch a product-line extension (an upgrade through innovation) before it faces generic competition. There are two types of physicians: loyal physicians always prescribe first the product-line extension...

In this paper, we carry out a theoretical analysis of the strategic choice made by firms regarding the type of food they market when they face consumers who care about the healthy/unhealthy attributes of the product but incur in emotional/health costs when the food they consume has unhealthy...