Late entrant over‐the‐counter and Rx market entry strategies

Purpose This paper aims to explore market dynamics and strategic issues that contribute to a late entrant's success in achieving market leadership in the prescription (Rx) and over‐the‐counter (OTC) markets. In the Rx market, consumers must receive physicians' approval before purchasing the product. In the OTC market, consumers make the final drug choice. Design/methodology/approach Data on sales (both Rx and OTC) and direct‐to‐consumer...