the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

We investigate the incentives of a monopolistic seller to delay the introduction of a new and improved version of his product. By analyzing a three-period model, we show that the seller may prefer to delay introducing a new product, even though the enabling technologies for the product are already available. The underlying motivation is analogous to that found in the durable goods monopolist li...

The availability of a new product in store creates an informative spillover that extends past the itself through word-of-mouth advertising. Because this spillover, each retailer is able to extract slotting fee from manufacturer at introduction. Slotting fees may discourage innovation by and, turn, reduce consumer surplus and social welfare. A more likely pay lower when it can advertise heavily,...