Marketing, Product Differentiation and Competition in the Market for Antiulcer Drugs

49 Pages Posted: 23 Mar 2006  

Charles King III

Greylock McKinnon Associates; Pleiades Consulting Group, Inc.

Date Written: September 16, 2002

Abstract

This paper investigates one of the largest pharmaceutical markets using a discrete choice model that allows marketing to affect product differentiation. Four main results emerge from an analysis of monthly panel data on antiulcer drugs from 1977 to 1993. Observed drug characteristics became less important relative to marketing in determining demand. Total marketing by all firms reduced product differentiation and raised the cost of entry significantly. Although increasingly rivalrous, marketing expanded the market, increasing social welfare. Finally, estimated returns to eliminating one adverse drug interaction in the pioneer drug approximately equal its first two years of sales.

Keywords: Advertising, marketing, discrete choice, pharmaceutical market, product differentiation, simulation

JEL Classification: D12, L65, I11, M31, M37, C25

Suggested Citation

King, Charles, Marketing, Product Differentiation and Competition in the Market for Antiulcer Drugs (September 16, 2002). HBS Working Paper No. 01-014. Available at SSRN: https://ssrn.com/abstract=891128 or http://dx.doi.org/10.2139/ssrn.891128

Charles (Kip) King III (Contact Author)

Greylock McKinnon Associates ( email )

One Memorial Drive
Cambridge, MA 02142
United States
617-871-6900 (Phone)
617-871-6949 (Fax)

Pleiades Consulting Group, Inc. ( email )

P.O. Box 531
Lincoln, MA 01773
United States

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