Applying the Bass model to pharmaceuticals in emerging markets

Albeit the Bass model was not designed for predicting sales of newly launched drugs, pharmaceutical companies commonly use it for this purpose, mainly because of its good predictive power.

Applying the Bass model to pharmaceuticals in emerging markets

Daniel Porath

Fachhochschule Mainz – University of Applied Science

Christian Schäfer

Boehringer Ingelheim GmbH

Introduction

The Bass model is one of the most frequently used models for predicting the diffusion of new products. Moreover, it is one of the most studied and applied models in marketing at all. Although in the last decades there has been an uncountable number of further developments and refinements, the model in its original form (Bass 1969) still constitutes the fundamental point of reference for many authors and in many applications within different industries.

Pharmaceutical companies...

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