...Shamindra Nath Sanyal; Saroj Kumar Datta; Asok Kumar Banerjee Purpose The purpose of this paper is to examine the physicians’ attitude toward branded generic drugs in prescribing those drugs in some selective medical conditions and to identify the factors that influence physicians’ behavior toward...

... of branded generics in India. Design/methodology/approach The study was conducted using qualitative interviews with two sets of respondents in Kolkata city, India: first, 20 senior managers of five renowned Indian pharmaceutical companies and second, 20 physicians of two categories. Patterns...