Patentauslauf Und Markteintritt Generischer Arzneimittel
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Patentauslauf Und Markteintritt Generischer Arzneimittel

Patentauslauf Und Markteintritt Generischer Arzneimittel


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About the Book

Der Patentauslauf eines Arzneimittels erfordert weitreichende strategische Entscheidungen sowohl beim Originalhersteller wie auch bei potenziellen Generikaherstellern. Insbesondere die Wahl der Preisstrategie ist fur Marktanteile und Gewinne der Unternehmen von ausschlaggebender Bedeutung. Original- und Generikahersteller mussen in ihrem Entscheidungskalkul zur Preissetzung das erwartete Verhalten der Wettbewerber berucksichtigen, das heisst, es liegt wie in vielen Markteintrittssituationen eine mehrstufige strategische Interaktion vor. Durch Einfuhrung so genannter Rabattvertrage im deutschen Markt existiert nun seit 2007 eine veranderte Situation mit hoherer Wettbewerbsintensitat, in der die Unternehmen neben den Preisen auch uber den Abschluss von Rabattvertragen entscheiden mussen. Die vorliegende Arbeit formuliert ein Entscheidungskalkul fur Original- und Generikahersteller auf dem deutschen Markt. Der Markteintritt wird hierfur als dreistufiges Extensivform-Spiel dreier Wettbewerber modelliert. Die Akteure treffen im Zuge des Markteintritts Entscheidungen uber Preise und den Abschluss von Rabattvertragen. Im Mittelpunkt des Interesses stehen dabei die Implikationen der sequentiellen Spielstruktur auf Kalkul und Entscheidung der Unternehmen. Die Ergebnisse der Arbeit verdeutlichen die hohen Anforderungen an die Entscheidungstrager in den pharmazeutischen Unternehmen und liefern einen betriebswirtschaftlichen Rahmen fur die Unterstutzung praktischer Entscheidungen in Situationen mit mehrstufigen strategischen Interaktionen.


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Product Details
  • ISBN-13: 9783866188457
  • Publisher: Nomos Verlagsgesellschaft
  • Publisher Imprint: Rainer Hampp
  • Height: 210 mm
  • No of Pages: 187
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 3866188455
  • Publisher Date: 01 Jul 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Marktmodellierung Bei Existenz Von Rabattvertragen
  • Width: 150 mm

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