Ebook Download Building Global Biobrands: Taking Biotechnology to MarketBy Francoise Simon, Philip Kotler
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Building Global Biobrands: Taking Biotechnology to MarketBy Francoise Simon, Philip Kotler
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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, Franoise 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.
- Sales Rank: #1536281 in Books
- Published on: 2009-04-27
- Released on: 2009-04-27
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .90" w x 6.00" l, 1.14 pounds
- Binding: Paperback
- 352 pages
From Publishers Weekly
If you're intimidated by a book that has "single nucleotide polymorphism" in its glossary, perhaps this isn't for you. But if you can get past the occasionally dense material and have at least a passing interest in the exploding sector of biotechnology, this guide really is a wonder. Professors and marketing strategists Simon and Kotler have compiled an overview of biotech that's both readable and incredibly detailed. Seamlessly switching between observations on innovating, branding and acquiring global reach, the authors display a knowledge of the subject that's almost unreal. And while advances like gene therapy and nanotechnology may sound futuristic, the future is in many cases already here-and accounting for possibly "a third of world GDP," the authors note. The writing is sprightly, the structure well-reasoned. There isn't much moral rumination on the issues that trouble so many, such as cloning and the genetic engineering of food. But as an overview of a sector that's becoming more and more critical to the American economy, it's difficult to imagine anything more comprehensive.
Copyright 2003 Reed Business Information, Inc.
From Booklist
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
Copyright American Library Association. All rights reserved
Review
Bernard Poussot President, Wyeth Pharmaceuticals "Building Global Biobrands" tells the fascinating story of the biosector, its promises, and its daunting challenges. Global by necessity, biobrands require unprecedented resources and approaches to emerge and last. A must-read for anyone who wants to understand the Biotech Century.
G. Steven Burrill CEO, Burrill & Company Lots of books have been written about the business of biotech, but few have been written about marketing and brands in the biopharma sector. This is a jewel. Simon and Kotler are timely, insightful, and readable. Enjoy.
George Morrow Executive Vice President, Worldwide Sales and Marketing, Amgen The essence of branding biopharma products is telling well the story of the match between product performance and customer needs. Simon and Kotler have provided a feast of examples of the branding strategies deployed with biopharma products. Their book will be a valuable reference for all students of branding.
Samuel Broder, M.D. Chief Medical Officer, Celera, and former Director, National Cancer Institute Simon and Kotler have put together an extremely useful analysis of how innovation in the biosector is harnessed for success in the market.
William A. Haseltine, Ph.D Chairman and Chief Executive Officer, Human Genome Sciences "Building Global Biobrands" is a thoughtful and original analysis of present and future trends in this exciting industry. It is a must-read for those in the biopharma business and for the general reader seeking insight about the most important technology in the twenty-first century.
James C. Mullen Chairman and CEO, Biogen, Inc. This book offers new thinking on the strategic challenges of biotech companies trying to build brands while navigating regulatory mine fields and rapid advances in biology and medical technology.
Thomas Ebeling Chief Executive Officer, Novartis Pharmaceuticals "Building Global Biobrands" provides important insights into the marketing of innovative medicines today, especially those with potentially lifesaving benefits. The authors explore the strategy for marketing breakthrough drugs and shed light on harnessing the power of activist patients and the escalating influence of the Internet.
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