Healthy Skepticism Library item: 2851

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Telser L, Best W, Egan JW, Higinbotham HN.
The theory of supply with applications to the ethical pharmaceutical industry
Journal of Law and Economics 1975; 18:449-478

Abstract:

In this study, promotional intensity is an explanatory rather than dependent variable and the rate of innovation is the dependent variable. Innovation is measured by the proportion of 1972 sales in a particular therapeutic category from firms absent from the class in 1963. The conclusion is that selling efforts are positively related to new product introduction across therapeutic areas.

Keywords:
*mathematical modeling/United States/ competitive consequences of promotion/ market share/INFLUENCE OF PROMOTION: MARKET SHARE