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1、PharmaceuticalcompaniesandtheirpatentexpiriesPharmaceuticalcompaniesandtheirpatentexpiriesWhatdopharmaceuticalsdotomaintaintheirsalesvalues?MasterthesisHenriette,A.C.vanLooverenErasmusUniversityKeywords:Pharmaceuticalindustry,patentexpiry,brandextensions,extendedrelease,newi
2、ndication,secondgeneration,fixed-dosecombinationandover-the-counter.Pharmaceuticalcompaniesfacedifficulttimeswhenapatentofabrandnamedrugexpires.Brandnamedrugsoftenseealargedeclineintheirsalesvalue.Thisresearchstudies,usingfivecasestudies,whatpharmaceuticalcompaniesdotooverco
3、mesuchasalesdecline.Theusedstrategiesareevaluated,usingsalesvalues,toseewhetherthesestrategieswork.Pharmaceuticalcompanieshavefivepossiblebrandextensionstrategiestheycanuse,namely:Extendedrelease(XR),newindication,secondgeneration,fixed-dose-combination(FDC)andover-the-count
4、er(OTC).Basedontheresultsofthisresearch,thesecondgenerationstrategyisthemosteffectivestrategypharmaceuticalcompaniescanusetoovercomepatentexpiryoftheirblockbusterbrandnamedrugs.63PharmaceuticalcompaniesandtheirpatentexpiriesErasmusSchoolofEconomicsErasmusUniversityMasterEcon
5、omicsandBusinessSpecialisationMarketingAuthorHenriettevanLooveren3480441stSupervisorDrs.E.R.Kappe2ndSupervisorRotterdam,August201163PharmaceuticalcompaniesandtheirpatentexpiriesACKNOWLEDGEMENTSThisthesisistheresultofmyresearchofcasestudiestoseewhatpharmaceuticalcompaniesdowi
6、ththeirbrandnamedrugwhenfacingpatentexpiry.IwrotethisthesisformymasterMarketingoftheMasterEconomicsandBusinessEconomicsatErasmusSchoolofEconomicsatErasmusUniversityRotterdam.Iwouldliketotakethisopportunitytothankallthepeoplewhosupportedmeduringmystudies.Firstofall,Iwouldlike
7、tothankmythesissupervisorDrs.E.Kappe.Iamgratefulforallhissupportandguidanceduringthewritingofmythesis.Second,Iwouldliketothankthosepeoplewhosupportedmeduringthewritingofmythesis.Withoutthosepeoplethisthesiswouldnotbeasitisnow,thankyouforco-readingandyourpatience.Third,Iwould
8、liketothankallmyfriendswhowerethereformeduringmytimeasastudent.Finally,Iwou
