From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecedented challenges. Companies from mega-pharmaceuticals to infotech giants and biotech start-ups must radically rethink their business models. In the first book on the business of biotechnology, Francoise Simon and Philip Kotler combine their biotechnology and marketing ex-pertise to show managers how to innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide. Simon and Kotler explain in clear...
From medicine and defense to food and cosmetics, biotechnological breakthroughs are creating huge new global market opportunities as well as unprecede...
This book provides a comprehensive overview of the new business context and marketing models for biotech companies, by analyzing best strategies and key success factors for innovation, portfolio management, commercialization and global expansion. It combines conceptual chapters and cases, in collaboration with senior executives from biopharma companies and leading consultancies, who can contribute significantly with the communication of the book to the customer networks. Chapters include: Biotechnology as an Innovation Driver; Startup Strategies; New Alliance and M&A Strategies; Precision...
This book provides a comprehensive overview of the new business context and marketing models for biotech companies, by analyzing best strategies an...
