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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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Bibliographic Info

Paper provided by Wissenschaftszentrum Berlin (WZB), Research Unit: Competition and Innovation (CIG) in its series CIG Working Papers with number FS IV 98-17.

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Length: 31 pages
Date of creation: Sep 1998
Date of revision:
Publication status: Published in the Journal of Industrial Economics , Vol. 47(2), June 1999, pp. 169-194.
Handle: RePEc:wzb:wzebiv:fsiv98-17

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Keywords: market structure; advertising; R&D; pharmaceuticals;

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References

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  1. Robinson, William T & Chiang, Jeongwen, 1996. "Are Sutton's Predictions Robust?: Empirical Insights into Advertising, R&D, and Concentration," Journal of Industrial Economics, Wiley Blackwell, vol. 44(4), pages 389-408, December.
  2. Henry Grabowski & John Vernon, 1990. "A New Look at the Returns and Risks to Pharmaceutical R&D," Management Science, INFORMS, vol. 36(7), pages 804-821, July.
  3. Klepper, Gernot, 1992. "Pharmaceuticals - Who's Afraid of `1992'?," CEPR Discussion Papers 675, C.E.P.R. Discussion Papers.
  4. DiMasi, Joseph A. & Hansen, Ronald W. & Grabowski, Henry G. & Lasagna, Louis, 1991. "Cost of innovation in the pharmaceutical industry," Journal of Health Economics, Elsevier, vol. 10(2), pages 107-142, July.
  5. 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).
  6. Rebecca Henderson & Iain Cockburn, . "Scale, Scope and Spillovers: The Determinants of Research Productivity in Drug Discovery," Working Papers ec25/94, Department of Economics, University of Lancaster.
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Citations

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Cited by:
  1. 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).
  2. N. Lacetera & L. Zirulia, 2008. "Knowledge Spillovers, Competition, and R&D Incentive Contracts," Working Papers 624, Dipartimento Scienze Economiche, Universita' di Bologna.
  3. 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.
  4. 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).
  5. Ramesh Govindaraj & Gnanaraj Chellaraj, 2002. "The Indian Pharmaceutical Sector : Issues and Options for Health Sector Reform," World Bank Publications, The World Bank, number 15231, February.
  6. Jakub Growiec & Fabio Pammolli & Massimo Riccaboni, 2011. "Innovation and Corporate Dynamics: A Theoretical Framework," DISA Working Papers 2011/08, Department of Computer and Management Sciences, University of Trento, Italy, revised 29 Jul 2011.
  7. 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.
  8. Marín Uribe, Pedro Luis & Siotis, Georges, 2002. "Innovation and Market Structure: An Empirical Evaluation of the 'Bounds Approach' in the Chemical Industry," CEPR Discussion Papers 3162, C.E.P.R. Discussion Papers.
  9. Franco Malerba & Luigi Orsenigo, 2000. "Towards a History Friendly Model of Innovation, Market Structure and Regulation in the Dynamics of the Pharmaceutical Industry: the Age of Random Screening," KITeS Working Papers 124, KITeS, Centre for Knowledge, Internationalization and Technology Studies, Universita' Bocconi, Milano, Italy, revised Jan 2001.
  10. Christian Garavaglia & Franco Malerba & Luigi Orsenigo & Michele Pezzoni, 2012. "Technological regimes and demand structure in the evolution of the pharmaceutical industry," Journal of Evolutionary Economics, Springer, vol. 22(4), pages 677-709, September.
  11. Bottazzi, Giulio & Dosi, Giovanni & Lippi, Marco & Pammolli, Fabio & Riccaboni, Massimo, 2001. "Innovation and corporate growth in the evolution of the drug industry," International Journal of Industrial Organization, Elsevier, vol. 19(7), pages 1161-1187, July.
  12. Casper, Steven & Matraves, Catherine, 2003. "Institutional frameworks and innovation in the German and UK pharmaceutical industry," Research Policy, Elsevier, vol. 32(10), pages 1865-1879, December.
  13. 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).
  14. Silvana Robone & Alberto Zanardi, 2006. "Market structure and technology: evidence from the Italian National Health Service," International Journal of Health Care Finance and Economics, Springer, vol. 6(3), pages 215-236, September.
  15. repec:hal:wpaper:halshs-00564988 is not listed on IDEAS
  16. Eric de Laat & Rudy Douven & Esther Mot & F. Windmeijer, 2004. "Pharmaceutical promotion and GP prescription behaviour," CPB Discussion Paper 30, CPB Netherlands Bureau for Economic Policy Analysis.
  17. Gianluca Baio & Laura Magazzini & Antonio Nicita & Fabio Pammolli & Massimo Riccaboni, 2003. "Il Decreto DL 15/04/2002, n. 63 sul Contenimento della Spesa Farmaceutica," Working Papers 0-2003, Competitività Regole Mecati (CERM).
  18. Jan Guldager J�rgensen & Philipp J.H. Schr–der, 2003. "Reductions in Real versus Tariff Barriers: The Impact on Industry Concentration," Journal of Industry, Competition and Trade, Springer, vol. 3(4), pages 251-268, December.

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