دانلود مقاله ISI انگلیسی شماره 2183
ترجمه فارسی عنوان مقاله

رقابت در صنعت داروسازی : چگونه تفاوت کیفیت به استراتژی های تبلیغاتی شکل می دهد ؟

عنوان انگلیسی
Competition in the pharmaceutical industry: How do quality differences shape advertising strategies?
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
2183 2013 18 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Health Economics, Volume 32, Issue 1, January 2013, Pages 268–285

ترجمه کلمات کلیدی
تمایز محصول - تقسیم بندی بازار - تبلیغات - صنعت داروسازی
کلمات کلیدی انگلیسی
پیش نمایش مقاله
پیش نمایش مقاله  رقابت در صنعت داروسازی : چگونه تفاوت کیفیت به استراتژی های تبلیغاتی شکل می دهد ؟

چکیده انگلیسی

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality/side effects. Promotional effort results in the endogenous formation of two consumer groups: brand loyal and non-brand loyal ones. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are most advertised. This positive association stems from the higher rents that firms can extract from consumers whose brand loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are taken to the data. The latter consists of product level data on prices and quantities, product level advertising data, as well as the qualitative information on drug quality contained in the Orange Book compiled by the Food and Drug Administration (FDA). The empirical results provide strong support to the model's predictions.