The development and marketing of drugs since the Second World War
offers an exemplary demonstration of the impact of technology on
competitiveness in a major industry. While focusing primarily on
the market in the USA, this study examines also the activities of
European firms, their contribution to the industry's technological
evolution and the impact of their entry into the US market.
The main concern of the book, however, is to examine all the
elements which go to make up the evolving landscape of competition,
and their interaction. Thus, the effects of technological change
are viewed in the context of changes in the legal and regulatory
environment, and in competitive practice. For both the market as a
whole and the individual firm this analysis illustrates how
competitive positions actually emerge as a result of such
interactions.
Consistent with this wider view, both the technological and the
non-technological competencies of firms are discussed, and the
concept of core competence is used extensively to show how
individual firms developed and maintained their competitive
strengths, as the industry moved from deep-tank fermentation
through to the first decade of biotechnology. The final chapter
highlights the key role of biotechnology in shaping the future of
the industry, at a time of increased regulation and accelerating
market driven change.
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