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Market Structure, R&D and Advertising in the Pharmaceutical Industry

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  • Catherine Matraves

Abstract

Recent developments in the literature on market structure have allowed the generation of a few key testable predictions from the theory of strategic behaviour. The seminal model considers one simple but general relationship, that between market structure and market size, focusing on the competitive roles of the endogenous sunk costs of advertising and/or research and development (R&D). Evidence presented in this case study, building on earlier econometric work, shows that such endogenous sunk costs do play a crucial role in the formation of market structure in the global pharmaceutical industry. ZUSAMMENFASSUNG - (Werbung, FuE und Marktstruktur in der pharmazeutischen Industrie) Jüngere Entwicklungen der Literatur zum Thema "Marktstruktur" ermöglichen es, robuste testbare Hypothesen aus der Theorie des strategischen Verhaltens abzuleiten. Das grundlegende industrieökonomische Modell geht von einer einfachen, aber allgemein gültigen Beziehung zwischen Konzentration und Marktgröße aus. Dabei wird insbesondere der Einfluß endogener versunkener Kosten für Werbung und/oder Forschung und Entwicklung (FuE) auf den Wettbewerb untersucht. Die empirischen Ergebnisse dieser Fallstudie zeigen, daß endogene versunkene Kosten tatsächlich eine entscheidende Rolle für die Herausbildung der Marktstruktur in der pharmazeutischen Industrie spielen. Die Ergebnisse zeigen jedoch auch, daß unternehmensspezifische Fähigkeiten geeignet sind, die Reaktionsweisen der Unternehmen im Wettbewerb zu erklären.

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  • Catherine Matraves, 1998. "Market Structure, R&D and Advertising in the Pharmaceutical Industry," CIG Working Papers FS IV 98-17, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG).
    • Handle: RePEc:wzb:wzebiv:fsiv98-17
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    Cited by:

    1. Jürgens, Ulrich & Sablowski, Thomas, 2008. "Sektorale Innovationsprozesse und die Diskussion über deutsche Innovationsschwächen," Study / edition der Hans-Böckler-Stiftung, Hans-Böckler-Stiftung, Düsseldorf, volume 127, number 204, June.
    2. Pedro L. Marín & Georges Siotis, 2007. "Innovation And Market Structure: An Empirical Evaluation Of The ‘Bounds Approach’ In The Chemical Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 55(1), pages 93-111, March.
    3. N. Lacetera & L. Zirulia, 2008. "Knowledge Spillovers, Competition, and R&D Incentive Contracts," Working Papers 624, Dipartimento Scienze Economiche, Universita' di Bologna.
    4. Catherine Matraves & Laura Rondi, 2007. "Product Differentiation, Industry Concentration and Market Share Turbulence," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 14(1), pages 37-57.
    5. Gianluca Baio & Laura Magazzini & Antonio Nicita & Fabio Pammolli & Massimo Riccaboni, 2003. "Il Decreto DL 15/04/2002, n. 63 sul Contenimento della Spesa Farmaceutica - Impatto sull'Industria e Distorsioni nel Funzionamento del Mercato," Working Papers CERM 0-2003, Competitività, Regole, Mercati (CERM).
    6. Ramesh Govindaraj & Gnanaraj Chellaraj, 2002. "The Indian Pharmaceutical Sector : Issues and Options for Health Sector Reform," World Bank Publications - Books, The World Bank Group, number 15231, December.
    7. Steven Casper & Catherine Matraves, 1997. "Corporate Governance and Firm Strategy in the Pharmaceutical Industry," CIG Working Papers FS IV 97-20, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG).
    8. Frank Windmeijer & Eric de Laat & Rudy Douven & Esther Mot, 2006. "Pharmaceutical promotion and GP prescription behaviour," Health Economics, John Wiley & Sons, Ltd., vol. 15(1), pages 5-18, January.
    9. Rakotoarisoa, Manitra A. & Henneberry, Shida Rastegari & Shapouri, Shahla & Trueblood, Michael A., 2003. "The Export Market For Differentiated Processed Agricultural Products: The Role Of Factor Prices And Fixed Costs," 2003 Annual meeting, July 27-30, Montreal, Canada 21964, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Shilpi Tyagi & D. K. Nauriyal & Rachita Gulati, 2018. "Firm level R&D intensity: evidence from Indian drugs and pharmaceutical industry," Review of Managerial Science, Springer, vol. 12(1), pages 167-202, January.
    11. Catherine Matraves, 1999. "Market Integration and Market Structure in the European Soft Drinks Industry: Always Coca-Cola?," CIG Working Papers FS IV 99-13, Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG).
    12. Gilad Sorek, 2015. "Health Insurance and Competition in Health Care Markets," Auburn Economics Working Paper Series auwp2015-03, Department of Economics, Auburn University.
    13. Catherine Matraves, 2002. "European Integration and Market Structure in the Soft Drinks Industry," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 9(3), pages 295-310.
    14. Kurt R. Brekke & Odd Rune Straume, 2008. "Pharmaceutical Patents: Incentives for R&D or Marketing?," CESifo Working Paper Series 2433, CESifo.

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