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Generic Drugs in the Pharmaceutical Market: A European Perspective

Generic Drugs in the Pharmaceutical Market: A European Perspective

Mercedes Rozano
Copyright: © 2016 |Pages: 26
ISBN13: 9781522502203|ISBN10: 1522502203|EISBN13: 9781522502210
DOI: 10.4018/978-1-5225-0220-3.ch018
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MLA

Rozano, Mercedes. "Generic Drugs in the Pharmaceutical Market: A European Perspective." Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, edited by Mónica Gómez-Suárez and María Pilar Martínez-Ruiz, IGI Global, 2016, pp. 443-468. https://doi.org/10.4018/978-1-5225-0220-3.ch018

APA

Rozano, M. (2016). Generic Drugs in the Pharmaceutical Market: A European Perspective. In M. Gómez-Suárez & M. Martínez-Ruiz (Eds.), Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy (pp. 443-468). IGI Global. https://doi.org/10.4018/978-1-5225-0220-3.ch018

Chicago

Rozano, Mercedes. "Generic Drugs in the Pharmaceutical Market: A European Perspective." In Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, edited by Mónica Gómez-Suárez and María Pilar Martínez-Ruiz, 443-468. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0220-3.ch018

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Abstract

Over the past three decades, marketing has increased its interest in studying the role of generic products in the pharmaceutical sector, one that has only recently incorporated the concept of “generic” products, compared to others such as the mass market. Since the emergence of generic products as one of national brands' main competitors, these have shown significant growth in both their market share, as well as in new product categories. Initially, the concept of generic products was limited to categories of packaged foods and later extended to categories such as medicine. Pharmaceutical market presents an opportunity to analyze the expansion of the “generic” concept, in a strongly regulated framework. In Europe, different policies have resulted in a varying development of generic market shares. Today, the sustainability of health system is a matter of increasing concern to European governments. Generic drugs offer an opportunity to contain pharmaceutical expenditures, since generic price are lower than their original brand equivalent. Developing this market is the main objective.

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