Understanding firm, physician and consumer choice behavior in the pharmaceutical industry

P Manchanda*, DR Wittink, A Ching, P Cleanthous, M Ding, XJJ Dong, PSH Leeflang, S Misra, N Mizik, S Narayanan, T Steenburgh, JE Wieringa, M Wosinska, Y Xie

*Bijbehorende auteur voor dit werk

Onderzoeksoutput: ArticleAcademicpeer review

36 Citaten (Scopus)


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.

Originele taal-2English
Pagina's (van-tot)293-308
Aantal pagina's16
TijdschriftMarketing Letters
Nummer van het tijdschrift3-4
StatusPublished - dec.-2005
Evenement6th Triennial Invitational Choice Symposium - Boulder, Colombia
Duur: 4-jun.-20048-jun.-2004

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