‘Branded Generics’ as a strategy to limit cannibalization of pharmaceutical markets
Article first published online: 17 AUG 2007
Copyright © 2007 John Wiley & Sons, Ltd.
Managerial and Decision Economics
Special Issue: Economic and Policy Issues in the Pharmaceutical Industry
Volume 28, Issue 4-5, pages 251–265, June - August 2007
How to Cite
Reiffen, D. and Ward, M. R. (2007), ‘Branded Generics’ as a strategy to limit cannibalization of pharmaceutical markets. Manage. Decis. Econ., 28: 251–265. doi: 10.1002/mde.1339
- Issue published online: 17 AUG 2007
- Article first published online: 17 AUG 2007
This paper demonstrates how, by introducing a generic version of its previously patented product, a branded firm can influence the equilibrium in the generic segment of the market for the product. This in turn can increase the firm's profits from selling the branded version. We then use structural estimates from previous literature to calculate the magnitude of the effects in the generic and branded segments. Copyright © 2007 John Wiley & Sons, Ltd.