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 nontechnical prose how innovation in the
new biosector will be driven by a web of cross-industry
collaborations, and in particular by three transforming forces:
information technology, consumerism, and systems biology. With
timely industry cases, the authors demonstrate that by capitalizing
on these forces, companies from Hitachi and Siemens to Amgen and
Pfizer could become the biotech leaders of the coming decades. The
chapters on building and sustaining biobrands are the centerpiece
of this indispensable book. Simon and Kotler present a powerful
framework that will enable any manager to redefine and transform
traditional models into a new branding paradigm: the global
"targeted" model as an alternative to the global "mass market"
model. The authors illustrate how each of these models has proven
successful in launching such blockbuster drugs as Viagra, Lipitor,
Rituxan, and Gleevec. Relevant to all industries impacted by
biotechnology from consumer goods to industrial products, Building
Global Biobrands is essential reading for every manager, marketer,
analyst, and consultant who must understand the Biotech Century."
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