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| Author: | Morton, F. M. S. |
| Title: | Horizontal Integration Between Brand and Generic Firms in the Pharmaceutical Industry |
| Journal: | Journal of Economics & Management Strategy
2002 : SPRING, VOL. 11:1, p. 135-168 |
| Index terms: | PHARMACEUTICAL INDUSTRY BRANDS BRAND NAMES BRAND VALUATION ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | This paper asserts that brand pharmaceutical firms engage in a set of complementary activities that are different from those of generic pharmaceutical firms. Complementarities of the Milgrom-Roberts variety within, but not across, these two kinds of firms make it more efficient for pharmaceutical firms to specialize in either brand or generic production. Using FDA data, the author shows that this is indeed the case. The author then examines the firms that produce both types of drugs to see if there are market-level strategic synergies between brand and generic products. The author finds generic entrants that belong to a corporation that owns the brand in the market are (1) not more likely to enter, (2) not more likely to be approved faster, and (3) not more likely to deter other generics from entering. |
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