Short summary of the main findings
As it stands, pharmaceutical companies, planning the date of a new launch, know that order-of-entry effects exist, but they do not have the information necessary to optimize the launch process. The findings of this study can be used for this purpose, because they provide a detailed description of order-of-entry effects in the largest pharmaceutical markets worldwide. The major finding is as follows: Early entrant advantages are still present for the sixth entrant to a new market. The advantages first build up after the launch, then slowly decline over time, and eventually die out after...