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Laboratory of Technology Policy
and Management of Technology |
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 Case Study: Biotecnol
In the next few years a number of patents for branded biopharmaceutical drugs are scheduled to expire. While the generic drug industry is well established for traditional drugs, this creates a new opportunity to produce and market substitutable generic drugs for these recombinant protein drugs. A new entrant in this field is BIOTECNOL LDA, an R&D-focused firm located in Portugal. Their primary strategy is to provide existing pharmaceutical firms, with the production know-how and technology to allow them to diversify into this new generic drug market. BIOTECNOL LDA intends to develop low-cost technical production processes, gain requisite certification, and then license these technologies to existing pharmaceutical firms so that they can produce and market the generic drugs.
Issues center on the evaluating the viability and risks of their strategy, analyzing revenue income with regard to differing time-to-market scenarios, and evaluating a proposal to obtain needed new venture capital in exchange for a ownership share of the firm.
CASE OBJECTIVES: To provide students with an opportunity to:
- Gain an overview of the international biopharmaceutical industry
- Analyze the strategy of an entrepreneurial R&D startup company
- Evaluate the merits and risks of being first-to-market/late-to-market
- Compute expected sales revenues based upon forecasted demands, time-to-market, market share, etc.
- Make a decision regarding the attractiveness of new venture capital funds in exchange for a percent share of ownership.
CASE STUDY presented at the Annual Meeting of the Decision Sciences Institute - 2000, Orlando - USA, November 2000
by M. Bommer, M. Heitor, C. Vedovello and P. Pissara
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