haku: @indexterm prices / yhteensä: 1851
viite: 5 / 1851
| Tekijä: | Verniers, I. Stremersch, S. Croux, C. |
| Otsikko: | The global entry of new pharmaceuticals: a joint investigation of launch window and price |
| Lehti: | International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 295-308 |
| Asiasana: | market entry prices pharmaceutical industry regulations global models |
| Kieli: | eng |
| Tiivistelmä: | This article provides valuable and rare information on the launch of new products in the international realm by analyzing how launch window and launch price are interrelated and the effect of regulation on the two variables. The global launch of 58 new ethical drugs in 29 therapeutic areas is the context of the research. It is shown that a fast launch implies a moderately high launch price, while the highest launch price takes place at a launch window of 85 months. Health regulation seems to delay the launch of a new drug relative to its price, higher cost implies more delay. Regulation also expands the launch window, although it does not affect the price itself. This study helps managers in ethical drug companies to make more informed decisions about international market entry as well as providing public policy analysts with more quantitative evidence. |
SCIMA