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| Titel: |
New Drug Adoption Models |
| Auteur: |
Agrawal, Madhu Calantone, Roger J. |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 12 (1995) nr. 4 pagina's 93-111 |
| Jaar: |
1995-06-27 |
| Inhoud: |
New drug products today are the key to survival in the pharmaceutical industry. However, the new product development process in the pharamceutical industry also happens to beo ne of the riskiest and most expensive undertakings because of the huge research and development costs involved. Consequently market forecasting of new pharmaceutical products takes on added importance in the formidable investments are to be recovered. New drug adoption models provide the marketer with a means to assess new product potential. Although several adoption models are available in the marketing literature for assessing potential of common consumer goods, the unqiue characteristics of the prescription drug market makes it necessary to examine the current state of research and the tools available for reliable forecasting of pharmacetucial innovations. The purpose of this study, therefore, is to: (1) review new drug adoption models in the pharmaceutical literature, (2) evaluate the existing models of new drug adoption using the ten criteria for a good model as prescribed by Zaltman and Wallendorf (1983), and (3) provide an overall assessment and a "prescription" for better forecasting of new drug products. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 6 van 10 gevonden artikelen
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