Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry |
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| Authors: | Puneet Manchanda Dick R Wittink Andrew Ching Paris Cleanthous Min Ding Xiaojing J Dong Peter S H Leeflang Sanjog Misra Natalie Mizik Sridhar Narayanan Thomas Steenburgh Jaap E Wieringa Marta Wosinska Ying Xie |
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| Institution: | (1) University of Chicago, Chicago;(2) Yale University, USA;(3) University of Toronto, Toronto;(4) New York University, New York;(5) Pennsylvania State University, Pennsylvania;(6) Northwestern University, Northwestern;(7) University of Groningen, Groningen;(8) Rochester University, Rochester;(9) Columbia University, Columbia;(10) Stanford University, Stanford;(11) Harvard University, USA;(12) Rutgers University, USA |
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| Abstract: | This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The
nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions
as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief
overview of some important research areas and discusses the open questions in each area. Issues of data type and availability
are also discussed.
This paper is based on a session (with the same title and participants) that was part of the Sixth Invitational Choice Symposium
hosted by the University of Colorado and held at Estes Park, Colorado during June 4–8, 2004. |
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| Keywords: | pharmaceutical marketing patient compliance response models new products physician networks pharmaceutical pricing |
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