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Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry

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Abstract

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new data. The paper opens with some industry background, then provides a brief overview of some important research areas and discusses the open questions in each area. Issues of data type and availability are also discussed.

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Author information

Authors and Affiliations

  1. University of Chicago, Chicago

    Puneet Manchanda

  2. Yale University, USA

    Dick R. Wittink

  3. University of Toronto, Toronto

    Andrew Ching

  4. New York University, New York

    Paris Cleanthous

  5. Pennsylvania State University, Pennsylvania

    Min Ding

  6. Northwestern University, Northwestern

    Xiaojing J. Dong

  7. University of Groningen, Groningen

    Peter S. H. Leeflang & Jaap E. Wieringa

  8. Rochester University, Rochester

    Sanjog Misra

  9. Columbia University, Columbia

    Natalie Mizik

  10. Stanford University, Stanford

    Sridhar Narayanan

  11. Harvard University, USA

    Thomas Steenburgh & Marta Wosinska

  12. Rutgers University, USA

    Ying Xie

Authors
  1. Puneet Manchanda
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  2. Dick R. Wittink
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  3. Andrew Ching
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  4. Paris Cleanthous
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  5. Min Ding
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  6. Xiaojing J. Dong
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  7. Peter S. H. Leeflang
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  8. Sanjog Misra
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  9. Natalie Mizik
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  10. Sridhar Narayanan
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  11. Thomas Steenburgh
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  12. Jaap E. Wieringa
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  13. Marta Wosinska
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  14. Ying Xie
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Corresponding author

Correspondence to Puneet Manchanda.

Additional information

This paper is based on a session (with the same title and participants) that was part of the Sixth Invitational Choice Symposium hosted by the University of Colorado and held at Estes Park, Colorado during June 4–8, 2004.

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Manchanda, P., Wittink, D.R., Ching, A. et al. Understanding Firm, Physician and Consumer Choice Behavior in the Pharmaceutical Industry. Market Lett 16, 293–308 (2005). https://doi.org/10.1007/s11002-005-5893-1

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  • DOI: https://doi.org/10.1007/s11002-005-5893-1

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