This paper evaluates what we have learned about the relevance and reliability of financial
and non‐financial information on intangibles from the value‐relevance literature. Because …

Background Some experts have proposed combating rising drug prices by promoting brand–
brand competition, a situation that is supposed to arise when multiple US Food and Drug …

The authors investigate whether and how pricing and promotional activities influence
prescription choice behavior using a comprehensive panel of physicians and data on …

The authors empirically explore the revenue impact of marketing-mix variables and their
interactions. The findings include the following: pharmaceutical direct-to-consumer …

Three established and four emerging empirical generalizations are identified below. The first
established generalization is that there is a negative relationship between order of market …

The authors investigate the changing role of marketing communication over the life cycle of
a new product category. They postulate two effects of marketing communication on …

One stream of research for order of entry effects focuses on the possibility that the order of
entry exerts a direct impact on business performance. A second stream of research, the …

I investigate how different sources of information influence the diffusion of pharmaceutical
innovations. In prescription‐drug markets, both advertising and scientific information …

Introduced into the United States in 1977, Tagamet was the pioneer product in the class of
antiulcer drugs known as H2-antagonists. By promoting ulcer healing through inhibiting acid …

The release of clarified Food and Drug Administration (FDA) guidelines and independent
changes in consumer behavior provide an opportunity to study the effects of direct-to …