University of Minnesota, Minneapolis, MN, USA.
Eur J Health Econ. 2013 Aug;14(4):667-75. doi: 10.1007/s10198-012-0414-7. Epub 2012 Jul 20.
We take on two subjects of controversy among economists-advertising and trademarks-in the context of the market for generic drugs. We outline a model in which trademarks for drug names reduce search costs but increase product differentiation. In this particular framework, trademarks may not benefit consumers. In contrast, the generic names of drugs or "International Nonproprietary Names" (INN) have unquestionable benefits in both economic theory and empirical studies. We offer a second model where advertising of a brand-name drug creates recognition for the generic name. The monopoly patent-holder advertises less than in the absence of a competitive spillover.
我们以仿制药市场为背景，探讨了经济学家们争论的两个话题——广告和商标。我们构建了一个模型，其中药品名称的商标降低了搜索成本，但增加了产品差异化。在这个特定的框架下，商标可能对消费者无益。相比之下，药品的通用名或“国际非专利名”（INN）在经济理论和实证研究中都具有无可置疑的益处。我们提供了第二个模型，其中品牌药物的广告为通用名创造了认知度。垄断专利持有者的广告投放量低于没有竞争外溢的情况。
