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S. Min, M.U. Kalwani, W.T. Robinson
Market pioneer and early follower survival risks: a contingency analysis of really new versus incrementally new product‐markets
P.G. Grussing, H.T. Hatoum, G. Zaborniak
Pharmacy satisfaction with drug wholesaler services: a regional study
D. Besanko, S. Gupta, D. Jain
Logit demand estimation under competitive pricing behavior: an equilibrium framework
W.S. Comanor, T.A. Wilson
Advertising and Market Power
C. Conrad
The advantage of being first and competition between firms
C.L. Brown, J.M. Lattin
Investigating the relationship between time in market and pioneering advantage
M.J. Porter
Competitive Advantage
R.A. Kerin, P.R. Varadarajan, R.A. Peterson
First‐mover advantage: a synthesis, conceptual framework and research propositions
M.B. Lieberman, D.B. Montgomery
First‐mover advantages
H.G. Grabowski, J.M. Vernon
Brand loyalty, entry and price competition in pharmaceuticals after the 1984 drug act
S. Hoch, J. Deighton
Managing what consumers learn from experience
T. Aronsson, M.A. Bergman, N. Rudholm
The impact of generic drug competition on brand name market shares‐evidence from micro data
C.G. Krouse
Brand names as a barrier to entry: the reallemon case
G. Milkovich
The role of the hospital pharmacist in cost control and antibiotic policy
M. Ben‐Akiva, S.R. Lerman
Discrete Choice Analysis: Theory and Application to Travel Demand
R. Pierson
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K.H. Summers, G.W. Wood, A.K. Gumbhir
Drug wholesalers and the generic drug industry: a national study
V. Shankar, G.S. Carpenter, L. Krishnamurthi
Late mover advantage: how innovative late entrants outsell pioneers
J.S. Bain
Barriers to New Competition
A.J. Fein
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R. Schmalensee
Product differentiation advantages of pioneering brands
G. Kalyanaram, W.T. Robinson, G.L. Urban
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W.H. Shrank, J.N. Liberman, M.A. Fischer, C. Girdish, T.A. Brennan, N.K. Choudhry
Physician perceptions about generic drugs
Kaiser Family Foundation
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US Census Bureau
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M. Hurwitz, R. Caves
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H.G. Grabowski, J.M. Vernon
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A. Hollis
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R. Srinivasan, G.L. Lilien, A. Rangaswamy
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D. Bowman, H. Gatignon
Order of entry as a moderator of the effect of the marketing mix on market share
W.H. Shrank, J.N. Liberman, M.A. Fischer, J. Avorn, E. Kilabuk, A. Chang, A.S. Kesselheim, T.A. Brennan, N.K. Choudhry
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J.R. Hauser, B. Wernerfelt
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A. Saha, H. Grabowski, H. Birnbaum, P. Greenberg, O. Bizan
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M.D. Sanborn, S.J. White
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J.M. Ferrándiz
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J. Hudson
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K.B. Leffler
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W. Boulding, M. Christen
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G.S. Carpenter, K. Nakamoto
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R.E. Caves, M.D. Whinston, M.A. Hurwitz, A. Pakes, P. Temin
Patent expiration, entry, and competition in the U.S. pharmaceutical industry
R. Schmalensee
Entry deterrence in the ready‐to‐eat breakfast cereal industry
F.M. Scott Morton
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V. Shankar
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A. Sager
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F.M. Scott Morton
Barriers to entry, brand advertising, and generic entry in the US pharmaceutical industry
J.B. Feldhaus, D.D. Garner, B.F. Banahan, J.E. Fincham, S.J. Vitell
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R.H. Smiley, S.A. Ravid
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Purpose – The purpose of this paper is to take a close look at competition among the generic entrants during the first three years after patent expiration and examine whether there is a first mover advantage. Pharmaceutical markets experience the entry of numerous generic firms upon expiration of the brand firm’s patent. Design/methodology/approach – A random effect nested logit model of competition that allows for competition between the brand drug and generics, and among multiple generic drugs is specified. The model accommodates the effects of prices, detailing, sampling, journal advertising, time‐in‐market and molecule‐specific characteristics. The model is estimated on cross‐section time‐series data for 49 molecules in which the brand drug lost patent exclusivity between 1992 and 2000. Findings – Strong evidence that the early generic entrant enjoys a substantial market share and profit advantage over the second and the third entrants, after controlling for differences in marketing activities was found. In addition, evidence suggesting that the advantage is due to the response of the retail pharmacy channel and due to differential effectiveness of advertising and pricing between earlier versus later entrants was found. Originality/value – This paper is the first to empirically model first mover advantage among undifferentiated products. The findings are useful for regulators in pharmaceutical and healthcare industries. They can also shed light on other industries where there is little or no quality differentiation, such as commodity trading, open‐source software distribution and online banking.
International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing
Published: May 27, 2014
Keywords: Pharmaceuticals; Generic drugs; Market share models; Pioneering advantage
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