Abstract:

The paper is divided into four main sections. The Methodology describes the data upon which the analyses were based and explains the theoretical background to the approach adopted. The Results are then presented to show how large and small drugs differ and the brand performance measures for a specific drug are presented and explained. The Discussion interprets these results in the light of the theory that has been developed in other markets and also discusses the underlying causes of the patterns of brand performance, the individual behaviour of prescribers. The final section looks at some specific Applications of the approach adopted and outlines some practical examples of how managers could use the concepts presented in this paper.