Product life cycle patterns for pharmaceuticals and their impact on R&D profitability of late mover products
Hans H. Bauer and
International Business Review, 2000, vol. 9, issue 6, 703-725
This study describes a cross-sectional and time series analysis of sales data over one decade in four major segments of the market for cardiovascular drugs. We estimate over 200 product life cycles (PLC) using a very flexible mathematical model to account for a variety of PLC shapes. Life cycles are then clustered on the basis of estimated regression coefficients. As a result this analysis leads to the detection of an international PLC classification. Moreover, it turns out that the order of entry is not only crucial to achieve a certain market share level but also to the shape of the drug life cycle and therefore for the long-term economic evaluation of innovative products. The paper provides the initial findings on this subject through a simulation study which is in line with previous research designs and shows the impact of the PLC shape on the net present value (NPV).
Keywords: Product; life; cycle; theory; Cluster; analysis; R&D; profitability; Simulation (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (6) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:iburev:v:9:y:2000:i:6:p:703-725
Ordering information: This journal article can be ordered from
http://www.elsevier. ... me/133/bibliographic
Access Statistics for this article
International Business Review is currently edited by P. Ghauri
More articles in International Business Review from Elsevier
Series data maintained by Dana Niculescu ().