Abstract
This paper discusses the consumer behaviour towards in buying pharmaceutical products in Mexico, which is price-sensitive, and generic medicines are setting major competitive challenges in the pharmaceutical marketing. It is argued in the paper that the attribute of self-medication and search for low-price alternatives against prescribed medicines have given the opportunity for generic pharmaceuticals to enter the market competition in Mexico. The domestic firms, most of which are engaged in manufacturing generic medicines through retail pharmacy network, enjoy higher efficiencies than affiliates of major multinational pharmaceutical companies. This paper analyses the market competition between generic and commercial pharmaceutical brands in the context of buyers and distributors bargaining power, substitution effect and challenges from new entrants in the Mexican pharmaceutical market.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business Competition and Growth
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
