Abstract:Prescription brand substitution also known as generic substitution (GS)is a worldwide phenomenon. In the pharmaceutical industry, growth of the generic drug market implies growth in the number and types of substitutes for ethical (innovator) pharmaceutical products. This threat is relevant mainly due to the comparatively lower prices of these substitutes. Ultimately, prescription brand substitution renders the various marketing efforts and investments of the affected pharmaceutical companies fruitless. The eff… Show more
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