2003
DOI: 10.1108/00251740310488269
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An integrated strategy for launching a new product in the biotech industry

Abstract: The scope of this paper is to propose an integrated strategy to support the decision process of a semiconductor company interested in entering a new market and launching a new product in the biotech industry. The complexity of the environment and the high numbers of factors involved, leads to the conclusion that the traditional tools and models of the strategic management are not enough to analyse fully the market and to elaborate a winning strategy. For this reason an integrated approach is developed, which i… Show more

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Cited by 15 publications
(6 citation statements)
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“…Exploration and exploitation alliances are particularly prevalent in the biotechnology industry (George et al ) and play a crucial role in the process of developing new products (Deeds and Hill ; Dowling and Helm ; Gerwin ; Gilsing and Nooteboomb ). It is very unlikely for a new venture to possess the necessary resources and capabilities to develop products entirely on their own (Amir‐Aslani and Negassi ; Azzone and Dalla Pozza ; Tucker, Friar, and Simpson ), due mainly to their liability of newness and relatively small size (Aldrich and Auster ; Stinchcombe ).…”
Section: Theory and Hypothesismentioning
confidence: 99%
“…Exploration and exploitation alliances are particularly prevalent in the biotechnology industry (George et al ) and play a crucial role in the process of developing new products (Deeds and Hill ; Dowling and Helm ; Gerwin ; Gilsing and Nooteboomb ). It is very unlikely for a new venture to possess the necessary resources and capabilities to develop products entirely on their own (Amir‐Aslani and Negassi ; Azzone and Dalla Pozza ; Tucker, Friar, and Simpson ), due mainly to their liability of newness and relatively small size (Aldrich and Auster ; Stinchcombe ).…”
Section: Theory and Hypothesismentioning
confidence: 99%
“…Upon that time (referred to as the first passage time), the player can perform successful shooting [10]. This kind of research has been massively studied in the marketing area [11][12][13][14][15][16][17], but none of the research has studied mathematical approaches. Although the new mathematical game model in this paper is relatively restricted, this newly proposed model could be applied to various business decision making issues, especially strategic marketing decisions for new product launch.…”
Section: Introductionmentioning
confidence: 99%
“…Thepharmaceutical sector has a well‐developed infrastructure for product commercialisation, controlled and managed by specialised traditional organizations (pharmacies, retail stores, hospitals, national health agencies). The newly‐developed SMBEs provide an alternative development cycle of new drugs in comparison to the already established channels controlled by large pharmaceutical corporations (Azzone and Pozza, 2003). Based on their specialised knowledge of genetic engineering techniques and on their high level of innovativeness, these firms have fragmented the traditional value‐added chain of the pharmaceutical industry (Truscheit, 1986).…”
Section: The Specific Context Of the Uk Biotechnology Sectormentioning
confidence: 99%