ABSTRACT
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy. Previous studies have examined the role of direct-to-consumer advertising in influencing demand and sales; this study emphasizes the impact of consumer advertising on a supply-side phenomenon, the setting of prices relative to those of close competitors.
- Received February 21, 2018.
- Received (in revised form) July 28, 2018.
- Accepted August 30, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 3
