Drivers of peak sales for pharmaceutical brands


Peak sales are an important metric in the pharmaceutical industry. Specifically, managers are focused on the height-of-peak-sales and the time required achieving peak sales. We analyze how order of entry and quality affect the level of peak sales and the time-to-peak-sales of pharmaceutical brands. We develop a growth model that includes these two variables as well as control variables for own and competitive marketing activities. We find that early entrants achieve peak sales later, and they have higher peak-sales levels. High-quality brands achieve peak sales earlier, and their peak-sales levels are higher. In addition, quality has a moderating effect on the order of entry effect on time-to-peak-sales. Our results indicate that late entrants have longer expected time-to-peak-sales when they introduce a brand with high quality.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: Creative common license- attribution
Uncontrolled Keywords: peak-sales metrics,brand growth,econometric models,market entry,pharmaceutical marketing,Marketing,Economics, Econometrics and Finance (miscellaneous)
Publication ISSN: 1573-711X
Full Text Link: http://link.spr ... 1129-010-9089-5
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2010-12
Published Online Date: 2010-08-13
Authors: Fischer, Marc
Leeflang, Peter S.H. (ORCID Profile 0000-0001-7308-8937)
Verhoef, Peter C.



Version: Published Version

License: Creative Commons Attribution

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