Keywords
Citation
(2013), "2012 Awards for Excellence", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 1. https://doi.org/10.1108/ijphm.2013.32407aaa.003
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited
2012 Awards for Excellence
Article Type: 2012 Awards for Excellence From: International Journal of Pharmaceutical and Healthcare Marketing, Volume 7, Issue 1
The following article was selected for this year's Outstanding Paper Award for International Journal of Pharmaceutical and Healthcare Marketing
“Late entrant over-the-counter and Rx market entry strategies: an investigation in the pharmaceutical industry”
Erin CavusgilUniversity of Michigan-Flint, Flint, Michigan, USA
Z. Seyda DeligonulSt John Fisher College, Rochester, New York, USA
Roger CalantoneMichigan State University, East Lansing, Michigan, USA
Purpose – This paper aims to explore market dynamics and strategic issues that contribute to a late entrant's success in achieving market leadership in the prescription (Rx) and over-the-counter (OTC) markets. In the Rx market, consumers must receive physicians' approval before purchasing the product. In the OTC market, consumers make the final drug choice.
Design/methodology/approach – Data on sales (both Rx and OTC) and direct-to-consumer advertising expenditures for nine gastrointestinal drug products were obtained covering a 17-year period. Ordinary least squares regression was employed.
Findings – The findings show that late-market entrants, despite existing challenges, can become market leaders. This applies to both the Rx and OTC markets, via varying mechanisms.
Originality/value – This study is unique in demonstrating the differential mechanism in achieving market success for late entrants in the Rx and OTC markets.
Keywords:Late entrant, Market entry, Market pioneer, Medical prescriptions, Pharmaceuticals industry, Rx-to-OTC
www.emeraldinsight.com/10.1108/17506121111149217
This article originally appeared in Volume 5 Number 2, 2011, pp. 79-98, International Journal of Pharmaceutical and Healthcare Marketing
The following article was selected for this year's Highly Commended Award
“Brand personality and customer trust in community pharmacies”
Jason PerepelkinDavid Di Zhang
This article originally appeared in Volume 5 Number 4, 2011, International Journal of Pharmaceutical and Healthcare Marketing
“Drug prescription practices in Brazil: a structural equation model”
Wagner Junior LadeiraMarlon DalmoroAlisson Eduardo MaehlerClÅcio Falcâo Araujo
This article originally appeared in Volume 5 Number 4, 2011, International Journal of Pharmaceutical and Healthcare Marketing
“Determinants of consumer-driven healthcare: self-confidence in information search, health literacy, and trust in information sources”
Sejin HaYun Jung Lee
This article originally appeared in Volume 5 Number 1, 2011, International Journal of Pharmaceutical and Healthcare Marketing