Description:
Simon and Kotler, distinguished academics, combine their expertise to address the business of biotechnology at three levels--innovation, marketing models, and global strategies. They draw on their consulting experiences as well as research on the global scope of bioscience conducted in the Americas, Europe, and Asia with 300 corporate, R&D, and marketing executives in companies of all sizes. The authors set out to show managers how companies can innovate with bionetworks, win customers with biobrands, and create sustainable advantage worldwide. Among the authors' conclusions are the need to integrate information technology, systems biology, and consumerism; the reality that drug access and price have become lightning rods of consumer and legislator criticism and are a top strategic issue for the biosector; and the fact timing is a key success factor in biopricing. With revolutionary breakthroughs in biotechnology occurring in every sector, from medicine and defense to food and cosmetics, the authors provide a valuable roadmap for growth in the twenty-first century, destined to be called the biotech era. Mary Whaley.
|
