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Table 5 Overview of adaption strategies

From: Patent cliff and strategic switch: exploring strategic design possibilities in the pharmaceutical industry

Strategic options

Description

Effect

Source

Branded generics (1)

Offering generic through subsidiary

“First mover advantage”; serving different markets

Gilbert and Strebel (1987)

Branded generics (2)

Offering generic through brand owner

Serving different customer segments

Raasch (2008)