Pharmaceutical giants have been doubling their investments in drug
development, only to see new drug approvals to remain constant for
the past decade. This book investigates and highlights a set of
proactive strategies, aimed at generating sustainable competitive
advantage for its protagonists based on value-generating business
practices. We focus on three sources of pharmaceutical innovation:
new management methods in the drug development pipeline, new
technologies as enablers for cutting-edge R&D, and new forms of
internationalisation, such as outside-in innovation in the early
phases of R&D.
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