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Keywords: Market entry
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (1)
Published: 29 March 2013
... © Emerald Group Publishing Limited 2013 --> Late entrant Market entry Market pioneer Medical prescriptions Pharmaceuticals industry Rx-to-OTC Article Type: 2012 Awards for Excellence From: International Journal of Pharmaceutical and Healthcare Marketing, Volume 7...
Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2011) 5 (2): 79–98.
Published: 28 June 2011
... the differential mechanism in achieving market success for late entrants in the Rx and OTC markets. © Emerald Group Publishing Limited 2011 Market pioneer Late entrant Pharmaceuticals industry Rx‐to‐OTC Market entry Medical prescriptions Significant loss of revenue in a short period of time...
Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2008) 2 (1): 35–46.
Published: 04 April 2008
...Gurumurthy Kalyanaram Purpose This paper aims to study the effects of order of market entry on market share in prescription (Rx) and over‐the‐counter (OTC) pharmaceutical drugs market. Design/methodology/approach Data on sales, price, direct‐to‐physicians (DTP) advertising, and direct...
